ABSTRACT
The cosmetic and fragrance floor of the Macy’s in San Jose was bustling with shoppers as Elysa Yanowitz, regional sales manager for L’Oreal, and John Wiswall, general manager of L’Oreal’s designer fragrance division, to whom Yanowitz reported, walked together through the store on a routine visit in the fall of 1997. Elysa Yanowitz started as a sales representative with L’Oreal in 1981 when the company name was licensed by Cosmair, Inc. The history of L’Oreal began in 1907 when Eugene Schueller, a young French chemist, developed an innovative hair color formula and sold it to Parisian hairdressers. Cosmetic products are generally grouped into six main categories: perfumes, fragrances, decorative cosmetics, skincare, hair care and toiletries. The marketing of these products represents an important part of building cosmetic brands. Polo Ralph Lauren’s brand and distinctive image have been consistently developed across an expanding number of products, brands and international markets.
