The L'Oréal group

The L'Oréal group is the world's largest cosmetics and beauty company and his headquarter is located in Paris, France. L'Oréal has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfumes and hair care.

With 25 brands, the group accomplished a turnover of 17 billion euros in 2007 and produced 4.7 billion products. The group employs 63,358 persons in 58 countries.

Some brands of the L'Oréal group

The professional products are L'Oréal Professionnel, Kérastase, Redken, Matrix, Mizani... The consumer products are Garnier, L'Oréal Paris, Maybelline NY... The luxury products are Lancôme, Biotherm, Diesel, Helena Rubinstein, Ralph Lauren... The active cosmetics are Vichy, Sanoflore, Innéov...

Other brands of L'Oréal are Elsève, Studio Line, Elnett, Solar Expertise, Dermo-Expertise, Dop, Vivelle, Mixa, Narta, Ushuaïa...

The policy of L'Oréal

The strategy of the group is based on an investment in research and development, and allows to propose innovative, effective, practical products and pleasant to use, in the respect for the high quality standards. L'Oréal does not hesitate to reconsider its work.

The company attaches a big value to the honesty and to the clarity. In fact, advertisements are based on performances proved by scientific data. The company builds durable relations with his customers and his suppliers. Finally, L'Oréal respects the laws of the countries where the company has an activity and fight against the corruption.

Research and development

L'Oréal employs 3,095 employees on research and development of 60 different nationalities and in 30 disciplines. The company has 16 research centers and 13 centers of evaluation in the world. The company develops 4,000 formulae every year and deposited 576 patents in 2007.

Insure a quality level

The L'Oréal quality systems (conception, production, distribution) allow to guarantee that a product has the same quality of the factory at the store. This quality is controlled by audits made internally and in external. The quality control is made in all the stages of the production.

The safety, the hygiene and the environmental protection are essential for L'Oréal. The company imposes every year of the ambitious objectives to improve the level of safety and decrease the negative effects on the environment. Dashboards " safety, hygiene, environment " record every month more than 60 measures on the industrial sites (consumption of water and energy, waste...).

Innovate new packagings

Teams are dedicated to the research, to the development and to the realization of new packagings. The research and development of the new packagings cooperates with the research to insure the best industrialization of formulae elaborated in laboratory.

The packaging research creates packagings for the products of tomorrow. This capacity to innovate allows to anticipate the technological evolutions in the field of the packaging. The group deposits on average every year 70 patents packaging.

A company responsible citizen

The company is aware of the impact of its activity on the natural environment. She is determined not to compromise the future. She respects the cultures and the sensibilities of every country. She makes a commitment to respect human rights.

She wants to contribute to the abolition of the child work as well as to the hard work. She wants to put an end to the appeal to the animal experiment and she contributes to the development and to the use of alternative methods. She search and facilitates the partners who share its values and its ethical commitments.

A company close to his markets

To guarantee the quality and the safety of its products, L'Oréal assures the manufacturing. The company realizes 94 % of its production with his staff and within his own factories. This industrial policy is based on a local production: the number of units produced in every region of the world is proportional in the turnover of this region.

Relations with the consumers

L'Oréal makes a commitment to supply to his consumers a service and quality advice and to market its products in a responsible way. In 2007, L'Oréal had 300 councillors in more than 50 countries. The company had received more than a million consumer contacts worldwide. 70 % of the contacts concerned questions or advice, 30 % on complaints.

Corporate sponsorship

L'Oréal makes a commitment to be a company citizen, to promote the women and the science, the solidarity and the education.

In 2007, the L'Oréal corporate foundation was created with a 40 million euros budget over five years. 100 000 dollars were attributed to five researchers within the framework of the program " For the women and the science ". The program " Hairdressers against the AIDS " was spread to 12 new countries. 17 million euros of gifts were paid to charities.

The Body Shop

L'Oréal makes a commitment to protect and to support the values of The Body Shop. The values of The Body Shop are to protect the planet, to support the fair trade, to defend human rights, to encourage the self-respect, to oppose to the tests on animals.

Mobile marketing

L'Oréal Professionnel created a website for the iPhone 3G. L'Oréal asked to SBW, the agency specialized in the mobile marketing, to conceive a website completely dedicated to the people and adapted to the specificities of the new iPhone 3G, taken out to July 2008. The website is accessible since the iPhone to the address to http://www.lorealprofessionnelhomme.fr/.

The consumer can discover the universe of L'Oréal and his products or find a close hairdresser from his home. The novelty is in the provision of a baptized community " iMust " space. L'Oréal proposes, every day, a new information: an inescapable address, an advice fashion or a new application iPhone to discover. The users can also come to enrich the section by proposing their good plans.

Advertisements

To promote its products, L'Oréal uses the advertisement. The group L'Oréal has recognized ambassadresses with its success. His main personalities are Andie MacDowell, Eva Longoria, Penelope Cruz, Claudia Schiffer, Laetita Casta, Beyonce Knowles, Linda Evangelista, Jane Fonda, Milla Jovovitch, Kerry Washington…

To finish, L'Oréal declines its known slogan and which represents a global success:

"Because I'm worth it!"/"Because you're worth it!".

L'Oréal...

"L'Oréal... Because I’m worth it..."