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Brand Detail

LOréal

The LOréal Group is the worlds largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological and pharmaceutical fields and is the top nanotechnology patent-holder in the United States.

LOréal is a listed company, but the founders daughter Liliane Bettencourt and the Swiss food company Nestlé each control over a quarter of the shares and voting rights.

In 1907, Eugène Schueller, a young French chemist and future La Cagoule supporter, developed a hair dye formula called Auréale. Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers.

On July 30, 1909, Schueller registered his company, the Société Fran?aise de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France" literally "French Society of Inoffensive Tinctures for Hair"), the original L’Oréal. The guiding principles of the company, which eventually became L’Oréal, were research and innovation in the field of beauty.

In 1920, the small company employed three chemists. By 1950, the research teams were 100 strong; that number reached 1,000 by 1984 and is nearly 2,000 today.

L’Oréal got its start in the hair-color business, but the company soon branched out into other cleansing and beauty products. L’Oréal currently markets over 500 brands and many thousands of individual products in all sectors of the beauty business: hair color, permanents, hair styling, body and skin care, cleansers, makeup and fragrances. The companys products are found in a wide variety of distribution channels, from hair salons and perfumeries to hyper - and supermarkets, health/beauty outlets, pharmacies and direct mail.

L’Oréal has five worldwide research and development centers: two in France: Aulnay and Chevilly; one in the U.S.: Clark, New Jersey; one in Japan: Kawasaki, Kanagawa Prefecture; and in 2005, one was established in Shanghai, China. A future facility in the US will be in Berkeley Heights, New Jersey.

From 1988 to 1989, LOréal controlled the film company Paravision, whose properties included the Filmation and De Laurentiis libraries. StudioCanal acquired the Paravision properties in 1994.

L’Oréal purchased Synthélabo in 1973 to pursue its ambitions in the pharmaceutical field. Synthélabo merged with Sanofi in 1999 to become Sanofi-Synthélabo. Sanofi-Synthélabo merged with Aventis in 2004 to become Sanofi-Aventis.

On 17 March 2006, LOréal purchased cosmetics company The Body Shop for £652 million.

The company has recently faced discrimination lawsuits in France related to the hiring of spokesmodels and institutional racism. In the UK, LOréal has faced widespread condemnation from OFCOM regarding truth in their advertising and marketing campaigns concerning the product performance of one of their mascara brands.

LOréals famous advertising slogan is "Because Im worth it". In the mid 2000s, this was replaced by "Because youre worth it". In late 2009, the slogan was changed again to "Because were worth it" following motivation analysis and work into consumer psychology of Dr. Maxim Titorenko. The shift to "we" was made to create stronger consumer involvement in LOréal philosophy and lifestyle and provide more consumer satisfaction with LOréal products. LOréal also owns a Hair and Body products line for kids called LOréal Kids, the slogan for which is "Because were worth it too".

Protest group Naturewatch states that LOréal continues to test new ingredients on animals.The company states that no animal testing for finished products has taken place since 1989 and that LOreal has invested significantly in alternative methods for chemical safety testing, though they implicitly acknowledge that they continue to perform animal testing of ingredients.

Following LOréals purchase of The Body Shop, who continue to be against animal testing, The Body Shop founder Dame Anita Roddick was forced to defend herself against allegations of abandoning her principles over LOréals track record on animal testing. Calls were made for shoppers to boycott The Body Shop.

LOreal has made quite a few statements on claims of animal testing.[8] Since 1989 they have stopped all testing on animals. which also can be found at their Company website [10]

In 1987, LOréal and 3 Suisses founded Le Club des Créateurs de Beauté specializing in mail order sales of cosmetic products.

February 2011: LOreal will have the largest factory in the Jababeka Industrial Park, Cikarang, Indonesia with total investment of US$50 million and it will be ready in October 2011. The production will be absorbed 25 percent by domestic market and the rest will be exported. In 2010 significant growth occurred at Indonesia with 61 percent increase of unit sales or 28 percent of net sales.

Business

LOréal Paris hair gel. Note the Piet Mondrian-esque design.[edit] Corporate governance
Board of directorsCurrent members of the board of directors of L’Oréal are: Jean-Paul Agon, Francisco Basco, Werner Bauer, Liliane Bettencourt, Fran?oise Bettencourt Meyers, Peter Brabeck-Letmathe, Charles-Henri Filippi, Xavier Fontanet, Bernard Kasriel, Marc Lacharrière, Jean-Pierre Meyers, Lindsay Owen-Jones, Franck Riboud, Annette Roux and Louis Schweitzer.Brands are generally categorized by their targeted markets, such as the mass, professional, luxury, and active cosmetics markets. The Body Shop and Galderma are directly attached to the head office. LOréal also owns interests in various activities such as fine chemicals, health, finance, design, advertising, insurance.

Professional products

Original activity of the group, these products are developed for and in collaboration with hairdressers.

LOréal Professionnel, including ARTec and Innate
Kérastase (created by LOreal in 1964)
Kéraskin Esthetics, created by LOreal in 2007 and specializing in skin care professionals.
Redken 5th Avenue NYC, founded by Paula Kent and Jheri Redding in 1960 and acquired by LOreal in 1993.
Matrix Essentials, founded by Arnie Miller in 1980 and acquired by LOreal in 2000.
Mizani, founded in 1991 and bought by LOreal in 2001.
PureOlogy Research, founded in 2001 and acquired by LOreal in 2007.
Shu Uemura Art of Hair
Luxury products

This division includes the most prestigious brands of the group. It offers perfumes and make up items in selective distribution channel.

Lancme

Yves Saint Laurent
Giorgio Armani
Biotherm
Cacharel
Diesel
Maison Martin Margiela
Viktor & Rolf
Ralph Lauren
Kiehls
Shu Uemura
Stella McCartney
Consumer products

This division includes the most famous brands of the group, these products are principally sold in supermarkets.

L’Oréal Paris, premium brand, with Elsève (Elvive, Elvital), Elnett, Studio Line, Perfection, Plénitude, Body Expertise, Dermo-Expertise, Solar Expertise, Kids, Progress Homme, Men Expert and Ombrelle.
Garnier, hair and skin care company founded in 1906 and bought by L’Oréal in the 1970s. It includes brands like Ambre Solaire, Fructis, Nutrisse, Ultra Doux, Skin Naturals, Neutralia and Obao
Maybelline, founded in 1915 and bought by L’Oréal in 1996.

SoftSheen-Carson

Le Club des Créateurs de Beauté Active cosmetics This division offers high-technicity products, which are sold in pharmacies.

Vichy

La Roche Posay
Inneov
Skinceuticals
Roger&Gallet
Sanoflore