Since its creation in 1909 by a young French chemist called Eugene Schueller, L'Oreal has become one of the most powerful companies in the cosmetic industry.
History
Eugene Schueller established L'Oreal in 1909. Two years earlier, Mr. Schueller had developed an innovative hair-dye called Aureole, which was successful with the Parisian hairdressers.
Subsequently, Mr. Schueller established L'Oreal to expand his business in hair products. Mr. Schueller expanded his product range to include shampoos, soaps and hair preparations. L'Oreal also expanded to other countries. As early as 1912, the products of L'Oreal were on sale in the Netherlands, Italy and Austria. In 1920, L'Oreal became the first company to advertise products on the French radio. During the 1920s, the company expanded its operations to the US, Russia, South America and Asia.
Following World War II, the demand for L'Oreal products grew, especially in the foreign markets. In 1953, the company issued a license to Cosmair to distribute its products in beauty salons in the US. By then, the company's product range included cosmetics and perfumes in addition to hair care products. Following Mr. Schueller's demise in 1957, the company shifted its focus from marketing hair care products to other beauty and personal care products. In 1965, L'Oreal acquired the French cosmetic house, Lancôme and thereafter, entered the pharmaceuticals business through the acquisition of Synthelabo in 1973.
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee