L’Oréal always sounds beautiful. People all around the world love their products, which made this company a business giant within the beauty industry. However, at the very core this company profits on culture. It’s the idea of beauty that makes this company’s branding so strong and firm through the ages. So, the big question is “how does this company stay at the top?” Well, the answer of this question is fairly simple, R&D. L’Oréal had filled at least 498 for their products in the year 2017. That’s a whole lot of products! Currently, this company has at least 34 brands with various products under each name. And what’s amazing about this, is that these brands answer a segmented demographic of the beauty industry. Some products are geared towards higher-income customers, while another answers the need for a specific culture’s need, and some to another. Through this etnic-targeting and new brand strategy they have; they remained as the head of the industry.