Like many of L'Oréal's products, they should use a market-based pricing strategy, pricing their shadow product based on the prices of similar products in the market. Current competitors price their full-color products between $7.97 and $11.97. L'Oréal should remain competitive with these products by setting prices in the mid-to-high range, between $10 and $12. Our team believes that L'Oréal can afford to charge a slight premium for their products due to the brand's reputation , but should not leave the upper limit because the demand for the products is probably elastic. Alternatives, risks and assumptions. Our main premise is in the idea that YouTube means grassroots support for a particular style. Another assumption lies in the idea that the visibility resulting from partnerships with beauty vloggers and “It-Girls” will translate into sales. An alternative marketing strategy could be to hire a professional celebrity spokesperson. However, we believe that this would pose a significant risk for L'Oréal as it would once again have to identify fashions and trends in order to choose a spokesperson. Other companies have experimented with similar scenarios this year, such as Ralph Lauren and Speedo's sponsorship of Olympic swimmer Ryan