How to create demand

Lipstick that can change colour according to a woman’s feelings: blue when she is angry, red when happy. A machine that can paint a woman’s nails in exactly the same pattern as her dress: these are the ideas of the future, according to Jean-Paul Agon, chief executive of L’Oréal, the world’s biggest cosmetics company.

Mr Agon wants scientists and marketers to work together to maintain the French group’s remarkable growth. ‘It is not always by asking people what they want that you find the big idea,’ he says.

L’Oréal is at its best when introducing or inventing a product that the consumer later comes to love. Mr Agon therefore believes that L'Oréal has a lot in common with companies such as Apple Computer and Nokia.

‘Before the invention of cellphones and iPods, nobody thought they needed one, but now that they exist, everybody believes that they make life better. Beauty is a little the same,’ Mr Agon says.

 

10 Read the two extracts and mark the statements (51–56):

a) true for Natura

b) true for L’Oréal

c) true for both companies

d) not true for either company

51 They sell cosmetics. ______

52 They sell only natural products. ______

53 They are market leaders in the global cosmetics industry. ______

54 They sell only in Latin America at present. ______

55 They are growing rapidly just now. ______

56 They are looking for ways to increase international sales. ______

 

11 Mark these statements (57–60) true (T) or false (F).

57 Mr Carlucci says that sales in France are falling. ______

58 Natura wants to employ people to sell its products abroad. ______

59 The extract about L’Oréal describes two future product ideas. ______

60 L’Oréal’s CEO believes that the only way to find new product ideas is to ask customers what they want. ______

 

Writing

12 You receive this e-mail. Write a reply of 50 to 60 words. Say that you are very busy next week, but you would like to meet Joy again. Suggest lunch. You are free on Monday or Wednesday between 12.30 and 1.30 p.m.

 

Hi!

Remember me? We met at the conference in St Petersburg last May. I’m going to be in your area next week, and it would be great if we could meet. Perhaps we could go out for dinner one evening? Please let me know if you have time and if so, which day you would prefer.

Hope to see you soon,

Best wishes

Joy

13 You see this job advertisement. Write an e-mail of about 40 words to Damian. Say that you are interested in the job and you would like more details and an application form. You do not have to give information about yourself in this e-mail.