The .loreal Dot Brand
SPECIAL NOTE: The application for the .loreal TLD has been withdrawn.
If the brand domains are judged to be successful, it is realistically likely that another application will be made when a new round is offered in a couple of years time.
L'Oréal is a major global family of brands and business units holding 23 brands in the beauty and luxury categories. Examples of its famous brands include Helena Rubinstein, Garnier, Redken, Ralph Lauren, Giorgio Armani and The Body Shop. It has close to 69,000 employees and retails in more than 130 countries.
Brand protection will be a paramount concern. L'Oréal plans to leverage its expertise in all major distribution channels to create innovative spaces in the .loreal TLD. The domains will be hierarchical and intuitive and form part of a comprehensive and pioneering strategy. They will provide an "online single-source identifying function".
A new namespace for customers, investors and the general public will be created. The company describes its new string as "the new L'Oréal family of gTLDs".
The Applicant has a four stage rollout and review process planned.
1. Test phase during which IT staff will check factors like seamless access, security issues and interoperability. Planning for next steps.
2. Allocation of various names for internal use. Evaluate strategies to move content away from the "current patchwork" network of domains to the new brand TLD. Initial evaluation of the possibility of extending registrations to selected partners.
3. Possible migration of L'Oréal content over to the brand TLD. Factors such as the company's existing domain portfolio and an analysis of marketing strategies will be carefully considered.
4. The company will continue its assessment to expand the program. This will be driven by its business strategies as described in its annual report and investor filings.
L'Oréal expects the total number of new domains to be less than 10,000 in the first five years of operation. It expects that the impact of the brand domains and changes to the domain name system will take around five years to evolve and assess.
L'Oréal content is currently offered across a wide range of traditional domain extensions such as .fr, .co.uk, .eu, .com.au and .de. The new string offers the opportunity to create short and memorable addresses that will facilitate navigation to offerings, ad campaigns and public interest content. This unified framework will benefit the general public.
L'Oréal anticipates that the brand domains will eventually become a "specialty subset" of ICANN's new TLD program. The .loreal string will protect the company's identity, expand its marketing potential, provide a secure channel for online offerings and build a consolidated intellectual property platform.
The company is growing very quickly in new markets and the .loreal TLD will accelerate this process to build on its global brand recognition. 36.8% of cosmetics sales are attributed to new regions such as Eastern Europe, Latin America and Africa etc.
L'Oréal will create a trusted e-commerce platform for secure access to shopping and information. It would like to enjoy the same level of trust as the .edu and .gov TLDs. The potential for counterfeit or infringing goods and services will be minimized. Piracy, fraud, phishing and other malicious activities will be prevented. It will be a verified ecosystem.
Privacy and confidentiality will be protected. Also, a proactive strategy to protect intellectual property will be undertaken.
The company foresees that the .loreal TLD may play "a large role in the company's future online strategy". At a later stage, various advertising, media outreach, in-store communications and email campaigns will be planned.
Geographic Dot Brands
L'Oréal has reviewed various relevant ICANN documents regarding the protection of country and territory identifiers.
In view of the sensitivity of governments to the use of geographical terms, L'Oréal will initially restrict from registration the terms referred to in Specification 5 of the New gTLD Applicant Guidebook.
In summary, the reference lists are the ISO 3166-1 list, a UN Group of Experts name manual and a UN Working Group list of standardized names.
The Applicant points out that as a major global company offering products in more than 130 countries under a variety of existing country code extensions (such as .ca, .co.uk, .fr, .it, .ru and .com.au) geographical signifiers are of great use in navigation.
This practical value is of benefit to both the company and the general public.
L'Oréal believes that the use of country identifiers within the .loreal namespace will be intuitive and beneficial to "direct navigation" internet users. Geographical brand domains will also likely have a beneficial impact on search engine results.
A logical hierarchy of geographical domain names could replace its present "mix-and-match approach" of names like LorealChina.com, Loreal.de and Nihon-Loreal.co.jp.
Hence, in association with other new TLD applicants, L'Oréal looks forward to exploring with the GAC a process to enable the release of initially reserved country names. The company also intends to participate in any future related ICANN policy discussions.
Possible .loreal Brand Domains
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
----- ----- ----- ----- -----
THE BRAND DOMAINS
IS PART OF THE ALARM MEDIA ENTERTAINMENT & BUSINESS NETWORK
© 2013-14 David Tyrer All rights reserved
Website by Click as a Flash
Terms and Conditions