The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris. L’Oréal's famous advertising slogan is "Because I’m worth it". In mid 2000s this was replaced by "Because you're worth it". In late 2009 the slogan was changed again to "Because we're 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 L'Oréal philosophy and lifestyle and provide more consumer satisfaction with L'Oréal products. L’Oréal also owns a Hair and Body products line for kids called L'Oréal Kids, the slogan for which is "Because we're worth it too".
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. HISTORY
In 1907, Eugène Schueller, a young French chemist, developed a hair dye formula called Auréole. Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers. In 1909, Schueller registered his company, the Société Française de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France" literally "French Society for Inoffensive Hair Dyes"), the original L’Oréal. Schueller demonstrates his capacity for new ideas by creating his first hair dye formulae under the name Oréal, using a blend of harmless chemical compounds. The dyes are an outstanding breakthrough at the time, providing a subtle range of colours in contrast to other methods on the market, which use henna or mineral salts but produce a bright, somewhat artificial look. With the war finally over, a new age begins. Around the world, women are working, earning money, growing more concerned about their appearance and seeking ways to prevent grey hairs from revealing their age. Oréal hair dyes are a great success, even beyond the borders of France, breaking new ground in Italy in 1910, Austria in 1911 and the Netherlands in 1913, even reaching as far afield as the United States, Canada, the UK and Brazil. 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. A talented Jack-of-all-trades, Eugène Schueller continues to turn his hand to a host of endeavours, making celluloid, varnish and plastics (even setting up a company in Russia!). His successes in industry only serve to strengthen his belief that research and innovation form the cornerstone of growth and success. Schueller continues to innovate in the beauty industry, unveiling L’Oréal d’Or, a groundbreaking hair-lightening product creating golden tints and lending an even more natural look to blond hair. 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. Shampoo — taken from the Hindi word “champo”, meaning massage or to knead — has yet to become an everyday product. Not surprising given that shampoos made by hair stylists, using black soap boiled in water mixed with soda crystals, hold little appeal among consumers. L’Oréal finally gives those in the industry a real shampoo without soap (fatty alcohol sulphates) that is considerably gentler on the hair and sold in 1L bottles. Known as “Dopal”, the product range is still sold today as “Dop”.
On 4th April 1939, the Société des Teintures Inoffensives pour Cheveux officially changes its name to L’Oréal, with premises at 14 Rue Royale in Paris, still the company’s head office today. After three years’...
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