1907 began the century long legend of the company L'Oreal. At the beginning of the 1900s women in Paris, of the demimonde, society had grown tired of the only two colors they could buy to dye their hair, coal black and fiery red. Eugene Schueller was a chemist who smelled the money making opportunity and formulated the first synthetic hair-color at night in his kitchen. He named his product Aureole and sold it to hair salons in the mornings. By 1920 his product was sold in 17 worldwide countries and had 10 sales representatives with 3 research chemists. The 1920s helped Schueller's business with the dawn of the Jazz Age. Short hairstyles and a focus on color, shape and style propelled his haircolor dye and found its way into over 40,000 hair salons by 1930. Platinum haircolor was the desired look by the 1930s which was influenced by silver-screen idols such as Mae West who made the bleach, L'Oreal Blanc, all the more popular. In 1938 L'Oreal was advertising its hair product with radio jingles and had it's very own women's magazine called Votre Beaute. During this time they also produced their first mass-marketed shampoo marketed through popular hair lathering competitions at French circuses. 1939 brought WWII but this did not dampen the cosmetic market for L'Oreal, they became incorporated and continued to expand. Francois Dalle took over as CEO and chairman after Schueller died in 1957.
L'Oreal makes and sells products for five areas of cosmetics: hair care, hair color, makeup and fragrances. Their target demographic consumers are marketed toward the 18-35+ age bracket however their core target is 25-35 year olds. 35% of their consumers are male and 65% is female. L'Oreal's mission is to make beauty universal and they back this motivation with their original 1973 slogan "Because I'm Worth It" however this changed in 2004 to "Because You're Worth It" and most recently the slogan shifted again to "Because We're Worth It" these changes still do not detract from their original motivation. The small word changes in this slogan continue to reinforce subtle confidence building in their brand and products. The consistent message in these slogans is that your confidence will be higher and stronger but you will also feel better about yourself. Originally they coined the first slogan to encourage women to color their hair. At the time coloring your hair was not popular and so the company was trying to tell women that it was okay to be different.
L'Oreal currently has 23 global brands and distributes to 130 countries worldwide. In 2010 they closed their fiscal year with €19.5 billion in sales and a workforce of 66,600 employees around the world.
L'Oreal currently has 23 global brands and distributes to 130 countries worldwide. In 2010 they closed their fiscal year with €19.5 billion in sales and a workforce of 66,600 employees around the world.
Gwen Stefani
InStyle, Mar 2011
Beyonce
L'Oreal, 2010
Cosmopolitan, Sept 2010
Elle, Feb 2011
Glamour, Feb 2011
Lipstick Spring 2011
InStyle, April 2011
Marie Claire, Aug 2010
Andie MacDowell
L'Oreal Visible Lift, 2010
Allure, Sept 2010
Vogue, Aug 2010
Eva Longoria
L'Oreal Voluminous Million Lashes, 2010
Cosmopolitan, Nov 2010
L'Oreal True Match Roller, 2010
Allure, March 2010
L'Oreal Eye Shadow, 2010
Glamoure Magazine, August 2010
L'Oreal Infallible Lip Gloss, 2009
Marie Claire, Oct 2009
Evangeline Lilly
L'Oreal Paris True Match Roller Foundation - 2010
Marie Claire, April 2010
Freida Pinto
L'Oreal Makeup, 2011
Cosmopolitan, Mar 2011
L'Oreal Lash Boosting Serum Mascara - 2010
Marie Claire, April 2010
L'Oreal Renewal Serum - 2010
Kerry Washington
L'Oreal HIP, 2010
Elle, April 2010
L'Oreal HIP, 2010
Kerry Washington & Eva Longoria - L'Oreal Skin Genesis Makeup, 2010
Allure, March 2010
Penelope Cruz
L'Oreal Telescopic Mascara, 2010
Scarlett Johansson
L'Oreal - 2006
CITATION
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