Cultural aspects of international marketing communications companies L'Oréal and Oriflame

This thesis is focused on cultural differences and their influence on the usage of marketing tools of specific companies in various markets. The thesis evaluates the effect of the cultural environment on companies' communications with consumers. There are analyzed American, Indian and Chinese websites of cosmetics company L'Oréal and websites of selected brands of consumer cosmetics that come under L'Oréal. In the second part the German, Indian and Chinese catalogues of cosmetics company Oriflame are analyzed. Analysis of selected marketing tools of both companies is mainly based on findings of Geert Hofstede and the studies that follow-up his work and also on findings of Edward. T. Hall. The analysis revealed that both companies have shortages in the adaptation of usage of marketing tools in different cultural environment. Therefore, a proposal of conception that could help to eliminate the shortages and provide a better adaptation of marketing tools in different cultural environment was recommended