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L’Oreal Timeline
L’Oréal acquires the Body Shop, which was founded by Dame Anita Roddick and is known for its natural products and environmentally and socially responsible business ethics.
Natéa, a nourishing hair colour product, is relaunched internationally as Garnier Nutrisse.
Schueller creates skin-protection oil and “leisure age” icon Ambre Solaire.
L’Oréal creates the mass-market skincare brand Plénitude, aiming to give women the best that technology has to offer, with new active ingredients and unusual textures, at affordable prices.
Chemist Eugène Schueller creates his first hair dye formulas, under the name l’Auréale, using a blend of harmless chemical compounds. The dyes are a breakthrough at the time.
L’Oréal acquires Matrix, the leader in professional haircare products in the US. The brand is known for its youth, creativity and quality.
The result of seven years’ research, Pro-Xylane is the first cosmetic ingredient developed by L’Oréal’s green chemistry business. This biomimetic agent has powerful anti-ageing action.
Keen to position itself in the up-market cosmetics and perfume sectors, L’Oréal purchases Lancôme, a French perfume, skincare and make-up brand established in 1935.
L’Oréal develops Majirel from L’Oréal Professionnel, the first colouring product that protects the hair while it colours. The first formula to benefit from this groundbreaking technology is used in salons.
L’Oréal Elnett hair spray for consumers (following Net for hairstylists) provides a new, extraordinary way to fix hairstyles. Elnett Satin adopts its slimline golden silhouette and becomes the “golden goddess”.
Schueller develops Imedia, which later becomes Excellence Crème hair colour.
L’Oréal sponsors the Look Good…Feel Better program in the US, which was developed by the Personal Care Products Council to help women deal with the side-effects of cancer treatment.
L’Oréal launches Récital hair-colouring kits, which are designed for women to use in the comfort and privacy of their own home.
Fructis from Laboratoires Garnier, with its unique formula enriched with active fruit concentrate, its scent and the off-beat tone of its multicultural advertising, makes a splash around the world.
L’Oreal’s Luxury Products Division acquires YSL Beaute’s six brands of fragrance, make-up and skincare, including Yves Saint Laurent and Stella McCartney.
A first for the mass market, L’Oréal Paris Men Expert offers men a range of advanced skincare adapted to each type of skincare problem.
Acquiring Maybelline establishes L’Oréal as the world leader in mass-market make-up.
L’Oréal purchases premium hairstyling brand Redken, which has a young, urban, New York-inspired image.
Schueller develops L’Oréal d’Or, a hair-lightening product creating golden tints.
L’Oréal creates a new colour service for hair salons, RégéColor direct dying solutions, signalling its commitment to offering hairstylists real business development potential.
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