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 made its first move toward diversification,
purchasing the soap company Monsavon. In the 1930s and 1940s, platinum-haired screen idols such as Jean Harlow
and Mae West made blond hair especially popular and bleaches such as
L'Oréal Blanc sold well. L'Oréal was quick to make use of both old and
new media to promote its products. In 1933, Schueller commissioned
famous artists of the time to design posters and also launched his own
women's magazine, Votre Beauté. Dop, the first mass-market
shampoo, was promoted through children's hair-lathering competitions at
the highly popular French circuses and by 1938 L'Oréal was advertising
its hair products with radio jingles.
Andrea,
ReplyDeleteYou have done a great job on this post. I would have liked to know what happened with the company after 1938. You can write as much as needed to give a full history.
I love reading about the eagles.
Word count: 447 words
Score 24/25
1pt not complete history.
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