L’Oréal continues to lead in the beauty and cosmetics industry through its dedication to research, innovation, and quality and its diverse consumer base. The iconic brand successfully blends scientific research, cultural insight, and beauty ideals to develop inventive and desirable products, no matter the target demographic or geography. In 2011, L’Oréal massively increased its digital marketing budget, but not at the expense of other marketing activities. In the wake of the economic collapse, L’Oréal has worked to offer beauty innovations at affordable prices — and this strategy has helped to attract new customers. L’Oréal continues to take advantage of its increasing growth in developing markets, which gives L’Oréal the chance to increase its consumer base, revenues, and product lines, and to get closer to its mission of universalizing beauty.