L oreal marketing strategy pdf

French cosmetics company headquartered in Clichy, Hauts-de-L oreal marketing strategy pdf with a registered office in Paris. It is the world’s largest cosmetics company and has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfume and hair care.


In 1909, Eugène Paul Louis Schueller, a young French chemist of German descent, developed a hair dye formula called Auréale. Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers.

The guiding principles of the company, which eventually became L’Oréal, were research and innovation in the field of beauty. In 1920, the company employed three chemists. 1,000 by 1984 and is nearly 20,000 today.

Schueller provided financial support and held meetings for La Cagoule at L’Oréal headquarters. Occupied France supported the Vichy collaboration with the Germans. L’Oréal hired several members of the group as executives after World War II, such as Jacques Corrèze, who served as CEO of the United States operation. This involvement was extensively researched by Michael Bar-Zohar in his book, Bitter Scent.

L’Oréal got its start in the hair-colour business, but the company soon branched out into other cleansing and beauty products. L’Oréal currently markets over 500 brands and thousands of individual products in all sectors of the beauty business: hair colour, permanents, hair styling, body and skin care, cleansers, makeup and fragrance.

2005 one was established in Shanghai, China, and one in India. A future facility in the US will be in Berkeley Heights, New Jersey. From 1988 to 1989, L’Oréal controlled the film company Paravision, whose properties included the Filmation and De Laurentiis libraries. 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.

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