Marketing Currents - Business and Marketing Current Events

L’Oréal buys Aesop in $2.5 billion deal, its biggest acquisition ever


L’Oréal is buying Australian brand Aesop in a deal that values it at $2.5 billion, in the biggest brand acquisition ever made by the French beauty giant.

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Discussion Questions:

  1. What is an acquisition in business?
  2. What is a brand?
  3. What type of company is L’Oreal?
  4. Who is Aesop? How would you describe the Aesop brand?
  5. Why do businesses like L’Oreal acquire other businesses?
  6. Why do you think L’Oreal was interested in acquiring Aesop?
  7. This was the company’s biggest acquisition ever. Why do you think Aesop was so important to them? What made them such a valuable company?
  8. Over the past year, Aesop had posted double digit gains in revenue growth. Why do you think the company’s sales have been skyrocketing?
  9. What is “travel retail” and why is it important to Aesop’s growth strategy?
  10. What is segmentation?
  11. What is geographic segmentation?
  12. Based on what you learned from this news story, what geographic market segment does Aesop view as an important part of its growth strategy?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.