"Loreal" is a group unique in the world, which includes various international brands. Thanks to this, the concern covers all lines of cosmetics, and the products meet the highest requirements of consumers around the world.
A bit of history
It all started with the idea of a well-known pharmacist to make hair dye that would please his wife and not spoil the curls. In 1907, a high-quality dye was born and at the same time the first "sprout" of the magnificent Loreal cosmetics in the future. The history of the brand dates back to the moment when a considerable amount was invested in the business of the pharmacist Eugene Schueller. The investor invested on the condition that the name would be chosen chic. And the choice fell on "Loreal", this word was a kind of "hybrid" from l'or (gold) and l'aureole (halo).
Schueller was not only smart, but also quite a resourceful entrepreneur, as he immediately came to the conclusion that it was profitable to deal with more than just paint. Later, namely in 1928, the former pharmacist decided to buy out the Monsavon toilet soap company. So this company is the firstfit into the brands included in the "Loreal".
She turned out to be unprofitable, but instead of getting rid of and reselling, Eugene put her on her feet. He came up with the idea to organize a broadcast on the radio about the use of soap, send company representatives to schools to teach children about hygiene with free distribution of trial products. The efforts on advertising were not spent in vain - already in the 30s, Monsavon took a leading position in the French market among soap manufacturers.
The next coup is the opening of a skincare sunscreen factory, coinciding with the 1930s tanning craze. Thus, Schueller's ideas were always one step ahead of fashion and gave excellent results.
Bet on advertising
No wonder that absolutely all Loreal brands are known all over the world. In the company from the very beginning, 30% of the profits went to advertising. One of the first scandalous actions was a billboard on the entire facade of the house. The locals considered this an unprecedented impudence, but the information on the poster "worked", and the women ordered the cream "like at number 45" in the store.
Also, Schueller bought out an entire edition and named the fashion magazine Votre Beaute to showcase L'Oreal brands. All the articles were devoted to the company's products, but other press were also studied in order to find out the needs of the female half of the population. The idea of the entrepreneur to make a visual advertisement for the world's first Dop liquid shampoo seemed especially ingenious to competitors. Women washed their heads in front of everyone andshowed dried luxurious curls.
The development of Schueller's business was continued by his only daughter, Lillian Bettencourt, who brought to life many other plans and ideas of the creator.
First branch
It is noteworthy that in the early 40s of the past century, the company began to produce paints for home use. In other words, ladies could already dye their hair on their own, being at home and not being afraid to damage them. Literally ten years later, Loreal opens its first branch in the United States of America. In the 70s there, in a New York advertising agency, they were already developing a new advertising slogan for Preference paint from L'Oreal. Since then, the words "We deserve it!" or "You deserve it!" accompany the company.
Company expansion
Loreal owner Liliane Bettencourt, like her father, understood the importance of expanding production and holdings. Therefore, it was decided to acquire the French company "Lankom" in 1964, and a year later the company "Garnier" was already part of it. A couple of years later, Bioterm was also successfully acquired.
In the 80s of the last century, Loreal lost most of the shares of Helena Rubinstein, Vichy and La Roche Posay. In 1996, the concern became the owner of Maybelline, and ten years later it bought out The Body Shop.
Today, a full-fledged cosmetic concern has been formed from a small company in the past"Loreal". What brands are included in it? These are more than 25 global cosmetic companies, 40 cosmetics factories around the world. Products of the L'Oreal group are sold in more than 130 countries around the world and in a wide variety of market segments, from ordinary supermarkets to chic luxury boutiques.
In addition, online sales are actively gaining momentum, as many marketplaces already offer cosmetics online, sometimes even with free shipping.
Scientific research
Eugene Schueller, the founder of the company, laid the foundations for scientific research in the field of cosmetology. In this regard, the company pays a lot of attention to this, so five research centers are owned by Loreal. They are located in the USA, China, Japan and, of course, in France, where more than 2700 employees are engaged in the thorough study and improvement of cosmetics. It also conducts research in the field of pharmaceuticals, nanotechnology, dermatology. Interestingly, Loreal has repeatedly made claims that its scientists are conducting experiments on animals.
Brand List
Brands operating "under the banner" of the concern "Loreal" provide the inhabitants of the planet with skin care, hair care, cosmetics and perfumes. So, the list of brands that produce decorative cosmetics includes AMBI, Bioterm, Clarisonic, Dekleor,Essy, Giorgio Armani, It Cosmetics, Lancome, La Roche Posay, Magic Shave, L'Oreal, Maybelline, NYX, Vichy, etc.
Companies producing hair care products: Garnier, Matrix, Misani, Redken, Purology, Loreal. Whose brand (or brands) is engaged in the production of perfumes, eau de toilette and other perfume products? These are Drakkar Noir, Diesel, Cacharel, Paloma Picasso, Roger & Gallet, Victor & Rolf, Ralph Lauren.
The best of the best
The best and most popular brands of the L'Oreal concern can be divided into the following categories:
- NYX, Maybelline, L'Oreal Paris, Elsef, Garnier are leading among consumer products.
- Among luxury goods, Giorgio Armani, Kiels, Lancome, Yves Saint Laurent, Black Opium occupy the first places.
- Among the manufacturers of professional cosmetics, Redken, Matrix, Loreal Professional, Decleor are considered giants.
Brand Ranking
According to statistics, in terms of sales volume, L'Oreal brands are ranked in the following order:
A. Consumer cosmetics:
- "Loreal Paris".
- "Garnier".
- "Maybelline New York".
- "Essy".
- NYX.
B. Professional Care:
- "Redken".
- "Matrix".
- "Loreal Professional".
- "Kerastasis".
- "Keraskin".
B. Wellness and active cosmetics:
- "Vichy".
- "La Roche Posay".
- "Inneov".
- "Skin Seuticals".
- "Sanoflor".
G. Luxury cosmetics:
- "Lankom".
- "Helena Rubinstein".
- "Giorgio Armani".
- "Cacharel".
- "Bioterm".
- "Ralph Lauren".
- "Victor &Rolf".
- "Diesel".
- "Kjels".
Sales data was calculated over the past few years, and as a result, all brands of the L'Oreal concern occupy a leading position in the cosmetics market, not inferior to other companies.
Loreal in Russia
In the Russian Federation, both women and men love and appreciate the company's products, because the Loreal brands in Russia have recently become widely available. Their list is not long: the bulk of sales falls on "Garnier", "Maybelline", "Yves Rocher"and "Vichy".
Since September 2010, a factory from L'Oreal began operating, specializing in the production of hair care products. Production is concentrated in the industrial park "Vorsino" (Kaluga region). The value of this enterprise is more than twenty million euros, and the staff has 150 employees. More than 120 million units are produced here every year.
