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To do design analysis of Lancome, we start with Armand Petitjean, the founder of Lancome who selected a rose to be the symbol representing Lancome. The design of the logo has had some changes since it was first created in 1964.For the written logo, the word Lancome with the name of the city, Paris, helps customers to feel the sense of French chic. When the customers buy products from Lancome, the products are sold with nice packaging in pleasant spaces. Even products in small sizes such as eyeliner or lip-gloss, are always packed with an additional box outside, in a Lancome shopping bag, unlike L’Oreal. L’Oreal, targets the mass market, and buyers usually purchase the cosmetics without additional outside packaging for mascara, lip gloss, eye shadow, eye-liner, blushes in a plastic bag from Monoprix.The Lancome stores are located in big malls, department stores, select cosmetic shop such as Sephora, and also in duty-free shops in airports. Since the products are sold worldwide, for the advertising, Lancome has hired models with diverse ethnic backgrounds and nationalities depending on the market to advertise the brand and to promote new goods. For the Asian market, Lancome employs local models and celebrities to appeal to customers.
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