Eugène

Pioneer Behind

The Brand :
Schueller.
The young French chemist
and entrepreneur
Eugène Schueller
developed marketable
hair dye
in 1909. He then started
selling it to local Parisian
hairdressers to start off his
u g è n e business.
E
 Product to dye for

Schueller’s dyes were the first of its kind because it

did not use any henna or mineral salt.
It also created a more subtle color which made hair look
more natural.
Beyond The Scene:
The Enigmatic Name

The original company

name, “Safe Hair
Dye Company of
France” was a
mouthful. Schueller
thought that this would
not immediately stick
to the market’s minds,
and thus the name
L'Oréal was born.
Beyond The Scene:
The Enigmatic
_____________Name

Schueller called his

dye “Oreal”, a
derivative of the
French words for
“Golden” and “Halo”.

( d’or and auerole )

 By 1920 the popular hair dye
crossed borders and seas

The Marketing Genius

Schueller
Schueller began
is also inventing
credited for new advertising strategies. He
developing
firstbillboards
created
the commercial sunscreen,
from giant draped sheets, and was the first
whichto hit
create
the amarket in 1936.
radio ad that was sung rather than spoken.
Beyond The Scene:
The Marketing Genius

In the late 1940s, Schueller

focused his talents on live
sponsored radio shows that
attracted upwards of 50,000
people.

In 1954, Cosmair became the

exclusive representative
for L'Oréal hair products in the
United States.
Beyond The Scene:
Beyond The Scene:
TheThe
Marketing Genius
Marketing Genius

In the 1960s, L'Oréal acquired other beauty brands:

Lancome and Garnier.

Hairspray Colored Permanent Face

Shampoo Waving Lotion Cream

The brand took off, boasting innovation and many

“firsts” to dominate ads.
Beyond The Scene:
The Brand Image

Ilon Specht, 23-year-old copy writer for McCan Erickson

wrote
Designer Poloma Picasso,
“Because I’m worth it” in 1973,
Pablo Picasso’s
daughter,
The became
was the
the face of
groundbreaking
sloganchanging brand’s L’Oreal
image forever
in in the ‘80s
its empowering
with herofdistinct
point view andlook and
helped signature
develop a longfragrances.
line of
celebrity endorsements.
 The slogan reaches every
beauty product on the market
for professionals and
consumers.
“Because I’m worth it” shifted focus to “you”
and “we,” welcoming women as a whole to
Allbeauty.
embrace splurging on the while, L’Oreal
continued to acquire
more and more brands,
such as Maybelline,
Essie, and Kiehl’s.
Beyond The Scene:
The Brand Today

The brand is actively

competitive in the
tech and mobile space,
recently launching it’s
“Makeup Genius”
App.

Despite the hardships and criticisms that all beauty

brands go through, L’Oreal has prospered and is still an
icon in the beauty industry.
Still rooted in the scientific views of its founder, L’Oreal has
become the biggest beauty brand in the world.

L'Oréal currently holds 35,000 patents and spends

almost twice the industry standard on research and
development.
“There is as much research on cosmetic products as
in the space shuttle.”
-Laurent Attal, Head of Research and Innovation