As one of the largest beauty conglomerates in the world, L’Oreal SA is one of the main manufacturers of cosmetics, hair care, hair dyes, skin care, perfumes, men's grooming and more. The list goes on and on with L’Oreal SA being one of the top competitors in the world of beauty. As a leading provider in the beauty and cosmetic industry with over 19% share of the market, they have made huge advancements in cutting edge technology. With their involvement in the research and development process, the brand strides to lead in high-quality products.
Have you wondered where the company started and how many brands are under their belt? We've shared the entire history, growth and brands under the L’Oreal SA name.
Eugène Schueller (left) and one of their early marketing campaign (right)
Founded in 1907 by French chemist Eugène Schueller, he initially created an innovative hair dye called Auréole to sell it to Paris hairdressers. With much success, he expanded the line to include shampoos and soaps. Years later he registered L‘Oréal to further expand in the field of beauty and research. By 1950 he employed over 100 chemists to further advance his research and development of cosmetics and hair care products. The distribution of these products began after much success of his hair care products, with Holland, Austria and Italy being the first locations.
Later on the distribution to the USA, South America and Russia began as the leading export destinations. By 1933 Schueller launched a women's magazine called Votre Beauté to further promote his products. Known for creating ad campaigns, he commissioned promotional posters to publicise the company’s products. This is where L‘Oréal kick started their hugely successful marketing campaigns.
L'Oreal Global Sales in 2013
Over the past few decades, L’Oreal SA has performed enormously well considering their diverse consumer groups all across the globe. With their headquarters in France, their products are available in over 150 countries including well-known brands such as Lancôme, NYX, Maybelline, The Body Shop, Garnier, Redken, and Matrix. With an increasing amount of competition in the market, L'Oréal SA has retained its position in the long run while acquiring new brands along the way. The company's market ranking continuously stands at number one globally even while exclusively focusing on beauty and personal care products.
Communication has always been key in the history of L‘Oréal. Today with nearly 500 brands and thousands of products under their belt, their diverse portfolio makes up of nearly half of the consumer and professional cosmetics market. Their channels of distribution can be found in drugstores, hair salons and various beauty outlets which aids in 80% of their sales. They continue to acquire professional and retail beauty brands to market under the L'Oréal umbrella. With a revenue of approximately $44 billion USD globally (2013), the brand continuously expands with emerging products.
The Body Shop’s crusade against animal cruelty since founded in 1976.
Over the years L'Oreal SA has been the target of numerous campaigns with their use of animal testing and not being cruelty-free. It may be a coincidence that many of the brands L'Oreal SA has recently acquired (NYX, Urban Decay and The Body Shop) are known to being vegan and cruelty-free. Since taking over the natural cosmetics retailer The Body Shop, they received a huge backlash after acquiring the brand. While the company still stands by its no animal testing policy, every product that enters the China market is required by law to be tested on animals. The same backlash was received by Urban Decay consumers as the company is now available in the China market.
As one of the largest cosmetic companies in the world, L'Oréal SA earns an annual revenue of around $44 billion USD (2013). Over the years the company has continuously sought to buy out some of the world's top beauty brands to market under the L'Oréal SA name. With global sales including skincare, hair care, cosmetics and even fragrances, it's no wonder why the company owns some of your favorite brands. The company has also continuously acquired professional products which are sold exclusively by beauty salons.
Brands own by L'Oreal
Till date L’Oreal SA own a number of best-selling brands including Maybelline New York, IT Cosmetics, Garnier, Lancôme, Helena Rubinstein, NYX Cosmetics, BioMedic, Vichy, Biotherm, Shu Uemura, Kiehl’s, Soft Sheen-Carson, Redken, Matrix, Kerastase, Urban Decay, Giorgio Armani, Inneov, Sanoflore, CCB Paris, Dermablend, The Body Shop, Skinceuticals, Ralph Lauren, La-Roche-Posay, and Yves Saint Laurent.
L'Oreal Professionel Campaign
Exclusively sold in hair salons, L'Oréal Professionnel can be found backstage at some of the top fashion shows around the world. With strong links garnered from leading fashion designers, these products are known to be highly innovative when it comes to trend-setting hair styles. Used at some of the top salons, the professional range of products continuously evolve with the fashion industry.
Founded in 1964, Kérastase has been known as the finest luxury hair care. With their distribution exclusively at hair salons, the professional hair care range was developed with advanced formulas to protect and treat many hair concerns. With expert hair consultants, all products are aspired to achieve your ultimate hair goals. With deep treatment and damage resistant products in the range, every hair type can benefit from the diverse product catalog.
Matrix Biolage Campaign
Another brand sold only in hair salons, Matrix is one of the leading salon hair care brands in North America. Founded in 1980, the product line includes Biolage, SoColor, Opticurl and Amplify sold exclusively through beauty salons in the USA. The brand strives to educate salon owners and stylists through the use of the products including shampoo, hair color, treatments and more.
Specializing in colour-treated hair care products, Pureology was founded in 2001 and with large success has become the #1 in colour care brand in the USA. After being purchased from L'Oréal SA the brand has gained sales across the globe. The brand was specifically developed for professional colourists to prevent color from fading and damage the hair with shampoos entirely free from harsh colour-stripping ingredients.
Redken 5th Avenue NYC
Redken Styling Online Campaign
Created in 1960, Redken was initially developed to allow stylists to treat damaged hair with protein-based products that were less damaging. As the brand was acquired by L'Oréal SA in 1993, the products can be found globally and has patented more than 60 haircare products and ingredients. The company has continuously specialized in researching and developing the latest hair care technology for salons worldwide.
Shu Uemura Art of Hair
Shu Uemura Products
Inspired by traditional Japanese luxury, Shu Uemura was popularized in the mid-1960s amongst Hollywood celebrities for his makeup artistry. The company now supplies haircare and styling products to salons around the world. By using some of the most rarest and natural ingredients, the brand offer treatments, shampoos, and styling formulas with luxury ingredients.
Lancome Marketing Campaign
Founded in 1935 by Armand Petitjean as a fragrance specialist, Lancôme has become the top-selling luxury cosmetic brand in over 130 countries. Pioneering in skin care, make-up and perfume, the brand continues to develop cutting-edge products while delivering scientifically proven results. With richly refined products, the company has gained global success with its French ethos.
YSL Beauté Marketing Campaign
For over 40 years Yves Saint Laurent has gained massive success as Haute Couture designer. The beauty division of YSL initially began with a fragrance collection and has now grown to create a signature makeup and skincare line. Since the beauty launch, the brand has continuously developed products devoted to preserving youthful beauty.
Giorgio Armani Beauty
Giorgio Armani Beauty
The Italian designer stepped into the fragrance department in the 1980s to create sophisticated scents for both men and women. With the success of several other fragrances after, the brand expanded with cosmetics with a range of groundbreaking formulas. The innovation of the beauty division has been widely acclaimed by global makeup artists.
Biotherm Marketing campaign
With over 60 years in the luxury skincare industry, Biotherm has pioneered in aquatic skincare solutions for men and women. Using aquatic active ingredients, the brand has developed remarkable face, body and sun care products to heal and protect the skin. With global success in over 70 countries, the company is the first global brand for men care.
Diesel Loverdose Tattoo Campaign
The Italian clothing brand known for creating refined style for men developed their first unisex scent in 1996. After signing with L'Oreal in 2006, the fragrance line expanded for men followed by a women range in 2011. The sensuous and sophisticated scents are developed with L’Oréal SA exclusively to create multifaceted perfumes for young adults.
Viktor & Rolf
Flowerbomb Display Area in Department Store
The Amsterdam-based fashion house expanded into perfumes in 2005 in partnership with L’Oréal. The duo designers marketed their fragrance line as a unique fashion collection with distinct bottle designs. Worldwide the brand is known for bridging the worlds of luxury and art with their fashion and perfumes. A men's fragrance line was followed a year later to coincide with their men's collection.
Polo Supreme Oud Launch Campaign in Department Store
As the epitome of style and avant-garde fashion since 1967, Ralph Lauren extended his brand to include fragrances for men and women. The perfume line is synonymous with their clothing collection to include high-end scents for all ages. With striking bottle designs and beautiful scents, Ralph Lauren Fragrances exudes a luxurious lifestyle in the tradition of the brand.
Kiehl’s Since 1851
With a strong commitment to skincare for more than 163 years, Kiehl's highly-concentrated skin care products started as a pharmaceutical brand made from natural ingredients. L’Oreal SA acquired the brand over 10 year ago with strong and steady growth in the market. The brand continues to maintains close ties with the medical community bringing high-grade ingredients to consumers.
The Body Shop
The Body Shop Store
Founded in the 1970s by Anita Roddick with all-natural soaps, the company kept a strict no-animal-testing policy. With massive success the brand can be found in more than 60 countries now. The brand includes skin care, cosmetics and hair care products including body butter, soaps, shampoos, fragrances and baby products. Since being acquired by L'Oréal SA it has allowed consumers to continue purchasing natural products across the globe.
Clarisonic Marketing Campaign
One of the most innovative skin care systems in the market is the Clarisonic Skin Cleansing System. Created in 2001 by a group of scientists, the cleansing system combines proprietary technology to achieve healthy, younger looking skin. More and more professionals and dermatologists have adopted the Clarisonic for an improved skin care routine. The cleansing system adds a revolutionary approach to treating the skin.
Drakkar Noir by Guy Laroche
Famous French designer created its first fragrance in 1966 which paved the way for Guy Laroche fragrances. As the first perfume of its kind, the fashion house began their perfume collection inspired by escapism while keeping the brand's French aesthetic. The refined scent led to over 12 perfumes in the brand's fragrance base as of late.
Anne Paloma Picasso
Known as one of the most fascinating designers of the 70s, daughter of the famous painter, Anne Paloma Picasso began her work with jewellery and fashion accessories. By the 80s she developed her very first perfume with L’Oréal SA exclusively for women. The charismatic scent resemble her design aesthetic with bold and sophisticated tones.
Retail Cosmetic Brands
Maybelline New York Display
Making up of almost 80% of sales is the consumer products division of L’Oreal SA. These brands are all mainly distributed in mass retail chains around the globe. With a wide range of makeup, nail products, skin care, hair care and hair color products it's no wonder why these brands make up of more than half of any supermarket. Since acquiring these brands including L’Oreal Paris, Garnier, Maybelline, NYX Cosmetics, Carol’s Daughter and Essie, L’Oreal SA has made it easier to purchase these products where sales have been slower.
Active Cosmetic Brands
Active Cosmetic Brands List
With a range of skin care products, the active cosmetics division is sold exclusively at pharmacies, drugstores and medi-spas. These highly complementary brands are endorsed by health professionals including Skinceuticals, Roger & Gallet, Vichy and La Roche-Posay. These brands meet a wide range of skin care concerns that are researched and developed by leading dermatologists. Consumers are avid in high quality skincare products that are easily accessible.
As we speak L’Oreal SA continues to acquire new brands to develop its diverse portfolio. So it's no wonder why we would imagine that the company will pretty much take over the world! Each brand offers a unique selling point that flourishes with the help of L’Oreal SA marketing campaigns. With focus on research and technological advancements in the field of beauty, we can only expect consistent prolonged success with anything L’Oreal SA touches.
How L'Oreal Compares to the Other Players
Writer and enthusiast of all things related to beauty! Sidrah has been a blogger for Sidrah Beauty since 2011 after She completed her Bachelors in Psychology. She loves to experiment with different products and share her thoughts on the latest makeup, hair and skincare brands.