L`OREAL PARIS : THE BEGINNING
A CONVENTUAL ACCOUNT
The team-up between a fashion label eponymous for its lavish couture designs and a low-end, multi-billion dollar beauty brand has been the topic of conversation since spring. And while the anticipatory consolidation between the two influential houses; Balmain and L’Oréal Paris is still very much topical, digging in the archives of the French beauty trademark seemed fundamental.
L’Oréal is the largest beauty company in the world with a net income of 3.106 billion Euro (2016), a well-developed activity in the fields of cosmetics, hair, perfume and makeup, and an established group of international brands divided in disparate segments; L’Oréal Luxe (YSL, Lancôme, Giorgio Armani), Consumer Products Division (Maybelline, Essie, NYX), Professional Products Division (Kérastase, Redken, shu uemura) and Active Cosmetics Division (Vichy, La Roche-Posay, SkinCeuticals.)
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French Chemist Eugène Paul Loius Schueller developed, formulated and manufactured a hair dye formula called Auréale back in 1909, selling it to Parisian hair dressers. A decade later he registered a company called Société Française de Teintures Inoffensives pour Cheveux, known today as L’Oréal. While the distinguished cosmetics group’s point focus was hair colour, the company soon extended into the lane of cosmetics and beauty products, encompassing body and skincare, makeup, fragrance and cleansers that are distributed in salons, supermarkets, pharmacies and various health/beauty outlets.
For over a century L’Oréal Paris has been devoted to offer beauty for all, living by the ethos “Beauty is a language, Beauty is universal, Beauty is a science, Beauty is a commitment.” The brand values inclusiveness, advances technology and preserves the beauty of the planet by striving to meet the desires and needs of people from all over the globe, researching and inventing products of the future, and supporting local communities. The universalization of the word beauty is a project that is continuously progressing.
Edited by DILIARA ZAINASHOVA
Visual editor ROCCO COLLAZZO