1. Introduction“Marketing is the management process responsible for identifying, anticipating and satisfying the likelihood of customer needs” (Charted Institute of Marketing, in Fardon et al 2000 p215)L'Oreal is one of the largest cosmetic companies in the world, represented in 130 countries, producing and marketing a range of make-up, perfume, hair and skin care products. The group's mission is to provide the best in cosmetic innovation to women and men around the world. It is a meaningful business, as it allows all individuals to express their personality and gain self-confidence. The marketing team is at the center of the process to make this happen. Their mission is to make consumers around the world aware of products designed to meet their needs and to stay one step ahead of trends to outperform the competition. L'Oreal has 3 keys that make up their content marketing strategy: Education, Empowerment and Aspiration. L'Oreal is a well-known trusted brand that boasts high brand equity, which is why it opens L'Oreal to a variety of educational opportunities such as how-to videos, providing information to consumers and DIYers by making these particular advertisements to brand then promotes itself to its consumers and attracts new customers. The company believes that it's all about empowering its customers. The company positions itself as more than just a cosmetics/beauty brand, but as a source of strength and trust for its consumers. L'Oreal ensures that its content empowers consumers and leaves them with a positive outlook towards the brand and products. L'Oreal has positioned the brand as an aspiration brand, from sponsoring award events or fashion shows it is able to apply its products to establish or insert the brand. The company uses social platforms to stay connected with its audience; they feel it