Maf 680 Essay

3767 Words Oct 9th, 2014 16 Pages
Eugène Schueller (L'Oréal)
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L'Oréal, one of the largest companies in France, is the world's largest manufacturer of high-quality cosmetics and perfumes, producing such well-known brands as Lancôme, Ambre Solaire, and Cacharel. Its total sales are &Dollar;2.4 billion ahead of those of its closest competitor, Unilerver, an more than double those of Revlon and Shiseido. It boasts a world-wide distribution network as well as the industry's highest research-and-development budget and the largest cosmetological laboratories in the world.

L'Oréal's story begins in turn-of-the-century Paris, at a time when women of the demi-monde dyed
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L'Oréal was quick to make use of both old and new media to promote its products. In 1933, Schueller commissioned famous artists of the time to design posters and also launched his own women's magazine, Votre Beauté. Dop, the first mass-market shampoo, was promoted through children's hair-lathering competitions at the highly popular French circuses and by 1938 L'Oréal was advertising its hair products with radio jingles.
During this period L'Oréal demonstrated its ability to meet new consumer demands. When the Front Populaire won the 1936 elections and introduced the first paid holidays for French workers, L'Oréal's Ambre Solaire was ready to capture the new market for suntan lotions. Meanwhile the company's sales network was expanding on both a national and an international scale. Products began to be sold through pharmacies and perfumers and new Italian, Belgian, and Danish subsidiaries were established between 1936 and 1937.
Even the outbreak of World War II in 1939 failed to curb the company's growth. At a time of strict rationing, women permed their hair and bought cosmetics to boost their morale. L'Oréal launched the first cold permanent wave product, Oréol, in 1945. At the same time the company continued to expand; by the end of the war there were 25 research chemists and distribution had been extended to the United Kingdom,

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