Diploma thesis is focused on marketing communication of a brand Loréal Paris in decorative cosmetics. Marketing strategy and commercial communications mix is described in theoretical part. As well as what brand stands for, what values does is hold and other brand elements. Practical part is aimed on international cosmetics market and analysis of Czech decorative cosmetics market. Thesis also covers introduction of Loréal company and its portfolio. We will have a chance to get to know Loréal Paris brand a bit better, together with its product range. SWOT analysis and competitors analysis is conducted as well. Afterwards current commercial communication of a brand is defined. At the end we pay attention to marketing research focused on perception of the brand. Finally, proposals and recommendations for the brand are developed.

This thesis is interested in the elements which search for the information about the place of French companies on the cosmetic market in China. It begins with the first part of theoretical research, followed by analyses of the cosmetic industrial, French and Chinese cosmetic market. Finally two examples of French companies (L'Oréal, L'Occitane en Provence) are analysed, which present on the Chinese market. The subject of this thesis is not to judge or valid whether the market or the strategy is correct, but to bring information and comparison of French companies on the Chinese market.