Using digital communication in hair coloration in Portugal to LOréal in collaboration with L´Oréal

Abstract

The purpose of the current Work Project is to analyze the different aspects of digital communication with focus on hair color division of L’Oréal Portugal. Despite being the market leader, the company is under attack by new entrants in the market – Henkel (since 2009) and Revlon (this year) – with urgency in reaction. Plus, consumers are getting more and more demanding, where digital technologies have a great influence on the way they shop, specially on the decision-making process. Companies must take advantage of the new way consumers search, share reviews, compare prices, look for deals, before actually buying, targeting them in the right moment of their decision journey.