Topics: L'Oréal, Cosmetics, Liliane Bettencourt Pages: 29 (8688 words) Published: September 7, 2011
L’Oreal Group is the world's largest cosmetics and beauty company and is headquartered in the Paris.

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Submitted to : Oberoi sir

Multinational companies
MNCs are such companies or institutions that meet out the services and the productions to many countries and there institutions. They serve the customers and the institution best and simultaneously the magnetic chemistry between the country and the foreign MNCs has shown some fruitful results.

The L’Oreal Group is the world's largest cosmetics and beauty company and is headquartered in the Paris suburb of Clichy, Hauts-de-Seine, France. L’Oreal has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care. L'Oréal is active in the dermatological and pharmaceutical fields. L’Oreal is also the top nanotechnology patent-holder in the United States. L’Oreal is a listed company, but the founder's daughter Liliane Bettencourt and the Swiss food company Nestlé each control over a quarter of the shares and voting rights.

The company's international brands include: Anais Anais, ARTec, BioMedic, Biotherm, Cacharel, Dermablend, Drakkar Noir, Garnier, Giorgio Armani Parfums and Cosmetics, Kerastase, Kiehl's Since 1851, La Roche-Posay, Lanc¥me, L'Oreal Paris, L'Oreal Professionnel, L'Oreal Technique, Matrix, Maybelline New York, Paloma Picasso, Ralph Lauren Fragrances, Redken 5th Avenue NYC, Shu Uemura, SkinCeuticals, SoftSheen-Carson, Vichy, Viktor&Rolf

The company was originally founded in 1953 as Cosmair, Inc as the exclusive U.S. licensee of the L'Oreal Group. In 1972, L'Oreal unveiled the first TV ads for the "I'm Worth It" campaign for Preference haircolor which would help boost sales. The company's acquisitions have led to significant growth which include: Redken in 1993, Maybelline in 1996, Soft Sheen in 1998, Matrix, Kiehl's and Carson in 2000, ARTec in 2002 and SkinCeuticals in 2005. Cosmair would become a wholly owned subsidiary of L'Oreal SA Paris in 1994.

Company History
L'Oréal, one of the largest companies in France, is the world's largest manufacturer of high-quality cosmetics and perfumes, producing such well-known brands as Lancôme, Ambre Solaire,and Cacharel. Its total sales are &Dollar;2.4 billion ahead of those of its closest competitor, Unilerver, an more than double those of Revlon and Shiseido. It boasts a world-wide distribution network as well as the industry's highest research-and-development budget and the largest cosmetological laboratories in the world.

L'Oréal's story begins in turn-of-the-century Paris, at a time when women of the demi-monde dyed their hair, their choice restricted to fiery red or coal black. In 1907, Eugène Schueller, a young chemist, began to concoct the first synthetic hair dyes by night in his kitchen and sell them to hair salons in the morning under the brand name Auréole. His strategy was successful; within two years he established the Société Francaise des Teintures Inoffensives pour Cheveux, which soon afterward became L'Oréal.

In 1912, the company extended its sales to Austria, Holland and Italy and by 1920 its products were available in a total of 17 countries, including the United States, Brazil, Chile, Peru, Equador, Bolivia, and the Soviet Union, and in the Far East. At this stage, L'Oréal consisted of three research chemists and ten sales representatives.

Schueller's timing had been singularly fortunate. The end of World War I was celebrated by the Jazz Age, when short hairstyles became fashionable, with a new emphasis on shape and color. By the end of the 1920s, there were 40,000 hair salons in France alone and L'Oréal's new products O'Cap, Imédia Liquide, and Coloral captured the growing market. In 1928 the company...

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