L’Oréal group, the world’s largest cosmetics company, is my brand for today’s #AtoZChallenge, for the theme ‘Brands that people identify with’.
A hair dye formula called Auréale, developed by Eugène Schueller, a young French chemist of German descent, led to the formation of L’Oréal, in 1920.
Starting with hair colour business, L’Oréal soon branched out into out other cleansing and beauty products.
With its promise of “Beauty for All,” the brand is on a mission to provide the best in cosmetics innovation to everyone around the world.
To adapt quickly to the changing beauty trends, and remain relevant in a fiercely competitive industry, L’Oréal invests heavily into R&D in science and technology.
MakeUp Genius App on Itunes, launched by L’Oréal USA, is a smart move designed to enhance interaction with the brand. Using the App you can try on virtual makeup looks and products on yourself and see what you would look like with different makeup products, without having to visit a makeup counter.
This signature phrase, “Because I’m worth it“, has struck a chord with women since it was written in 1973, when the spirit of feminism was in full swing. It depicts the spirit of a woman, her self-confidence, decision and her style.
The L’Oréal brand communications are focussed towards building emotional connections with consumers.
L’Oréal’s acquisition of The Body Shop, did not augur well with animal rights activists, who called upon the shoppers to boycott The Body Shop, for abandoning their stand against animal testing.
The company has since then clarified that no animal testing for finished products has taken place since 1989. L’Oreal has invested significantly in alternative methods for chemical safety testing.
In 2014, L’Oréal made the commitment to ensure that none of its products are linked to deforestation, and to source 100% renewable raw materials by 2020.
L’Oréal currently markets over 500 brands and many thousands of individual products in all sectors of the beauty business and aims to win over another one billion men and women around the world.
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