L'Oreal finds worthwhile approaches to marketing : Cosmetics leader has proved highly adaptable for more than a century

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Companies operating in mass markets have to ask themselves lots of questions about the importance of innovation. Innovation is a key factor in encouraging growth but this always has to be balanced with the importance of satisfying existing consumer needs. In other words, a firm sometimes has to concentrate on adapting to market conditions, but sometimes it will seek to change those conditions. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. What is original/value of paper – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.