Loreal is a unique group 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 in his time 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 magnificent Loreal cosmetics in the future. The history of the brand originates from the moment of investing a considerable amount in the business of pharmacist Eugene Schueller. The investor has invested on the condition that the name is smart. And the choice fell on "Loreal", this word was a kind of "hybrid" of l'or (gold) and l'aureole (halo).
Schueller turned out to be not only a smart, but also quite resourceful entrepreneur, as he immediately came to the conclusion that it was beneficial to deal with more than just paint. Later, namely in 1928, the former pharmacist decided to outbid the Monsavon toilet soap manufacturing company. So this company was the first to fit into the brands included in Loreal.
She was unprofitable, but instead of getting rid of and reselling, Eugene put her on her feet. He came up with the idea of ​​organizing a radio broadcast about soap use, sending company representatives to schools to tell children about hygiene with free distribution of trial products. Advertising effort was not in vain - already in the 30s, Monsavon took a leading position in the French market among soap manufacturers.
The next successful move was the opening of a factory for the production of sunscreen for the skin, which coincided with the fashion for tanning in the 30s of the last century. Thus, the ideas of Schueller always went one step ahead of fashion and gave excellent results.
Advertising bid
It is not surprising that absolutely all Loreal brands are known all over the world. In the company from the very beginning 30% of the profit went to advertising. One of the first scandalous actions was a billboard on the entire facade of the house. Local residents considered this an unprecedented arrogance, but the information on the poster “worked”, and the women ordered cream in the store “like on house number 45”.
In addition, Schueller bought the whole edition and named the fashion magazine Votre Beaute to showcase the Loreal brands in it. All articles were devoted to the company's products, but another press was also studied to find out the needs of the female half of the population. The idea of ​​an entrepreneur to make a visual advertisement of the world's first liquid shampoo Dop seemed especially ingenious to competitors. For all, they washed their heads and showed dried, luxurious curls.
His only daughter, Liliane Bettancourt, continued to develop the business of Schueller, who embodied 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 afraid to damage them. Just ten years later, Loreal opens its first branch in the United States of America. In the 70s, a new advertising slogan for Preferance paint from Loreal was already being developed there at a New York advertising agency. Since then, the words "We deserve it!" or "You deserve it!" accompany the company.
Company expansion
Loreal owner Liliane Bettancourt, 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 the company. A couple of years later, Biotherm was also successfully acquired.
In the 80s of the last century, Loreal withdrew most of the shares of Helena Rubinstein, Vichy and La Roche Pose. In 1996, the concern became the owner of the Maybellyn, and ten years later bought The Body Shop.
Today, from a small firm in the past, a full-fledged cosmetic concern Loreal has formed. What brands are included in its composition? These are more than 25 world cosmetic companies, 40 cosmetics factories all over the world. Loreal Group products are sold in more than 130 countries and in a wide variety of market segments: from ordinary supermarkets to chic luxury boutiques.
In addition, they are actively gaining sales over the Internet, since many trading platforms already offer cosmetics online, sometimes even with free delivery.
Scientific research
The founder of the company, Eugene Schueller, laid the foundation 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 careful 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 conduct experiments on animals.
Brand List
Trademarks operating under the guise of Loreal concern provide skin care, hair, cosmetics and perfumery products to the world's inhabitants. So, the list of brands that produce decorative cosmetics includes AMBI Biotherm, Clarisonic, Dekleor, Essy, Giorgio Armani, It Cosmetics, Lankom, La Roche Pose , Magic Shave, Loreal, Maybellyn, NYX, Vichy, etc.
Companies that produce hair care products: Garnier, Matrix, Misani, Redken, Pyrolugi, Loreal. Whose brand (or brands) is engaged in the production of perfumes, eau de toilette and other perfumes? This is “Drakkar Noir”, “Diesel”, “Kasharel”, “Paloma Picasso”, “Roger and Gallet”, “Victor and Rolf”, “Ralph Lauren”.
The best of the best
The best and most popular brands of Loreal concern can be divided into the following categories:
- Among consumer products, NYX, Maybellyn, Loreal Paris, Elsef, Garnier are leading.
- Among the luxury goods, the first places are occupied by Giorgio Armani, Kiels, Lankom, Yves Saint Laurent, Black Opium.
- Among manufacturers of professional cosmetics, “Redken”, “Matrix”, “Loreal Professional”, “Dekleor” are considered to be grandees.
Brand Rating
According to statistics, in terms of sales of goods, the Loreal brands were placed in the following order:
A. Cosmetics in wide demand:
- "Loreal Paris".
- Garnier.
- Maybellyn New York.
- "Essie."
- NYX.
B. Professional care:
- "Redken."
- The Matrix.
- Loreal Professional.
- Kerastaz.
- "Keraskin."
B. Wellness and active cosmetics:
- "Vichy."
- "La Roche Pose."
- "Innes".
- "Skin Suites."
- Sanoflor.
G. Luxury cosmetics:
- Lankom.
- "Helena Rubinstein."
- "Giorgio Armani".
- "Kasharel".
- "Biotherm".
- "Ralph Lauren."
- "Victor and Rolf."
- "Diesel".
- Kjels.
Sales data were calculated over the past few years, and, as the result showed, all the brands of the Loreal concern occupy leading positions in the cosmetic market, not inferior to other companies.
Loreal in Russia
In the Russian Federation, both women and men love and value the company's products, because the Loreal brands have appeared relatively widely in Russia relatively recently. Their list is small: the bulk of sales are at Garnier, Maybellyn, Yves Rocher and Vichy.
In September 2010, the Loreal factory began to work, specializing in the production of hair care products. Production is concentrated in the industrial park "Vorsino" (Kaluga region). The cost of this enterprise is more than twenty million euros, and the staff has 150 people-employees. More than 120 million units of products are produced here every year.