In 2002, facing a turbulent economic scenario, LOréal implemented a product,repositioning its main brand on its core business, Imédia Excellence, the leader of the hair color market. The strategy was to raise the consumers´ perception of quality and price. During this period, new products were launched and top competitors strengthened their market position. Exploring various variables and visions of strategy, such as clients, consumers and competition, this essay tries to describe the implementation of the process and verify its results and difficulties.