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Posts Tagged ‘Eugene Schueller’


Eugene Schueller

Thursday, April 22nd, 2010

L’Oreal, the world’s largest manufacturer of high-quality cosmetics and perfumes, began with just one person. French chemist Eugene Schueller created L’Oreal in 1907 starting with the invention of the first chemical hair dye in his kitchen sink – called Aureale. This dye was a monumental change, as women could only dye their hair black or red with natural dye. In the 1930’s and 1940’s, stars such Jean Harlow and Mae West increased the popularity of L’Oreal’s hair bleach, L’Oreal Blanc. In 1945, L’Oreal launched the first cold permanent wave product, Oreol. Schueller was innovative with his marketing tactics and was awarded an advertising Oscar in 1953. Famous artists were commissioned to design poster ads and L’Oreal jingles played on the radio. Schueller launched his own women’s magazine, Votre Beaute, and promoted his Dop (the first mass market shampoo) in hair lathering competitions at French circuses. Schueller passed away in 1957 and Francois Dalle succeeded as chairman and CEO. The company continued to prosper, with acquisitions including Lancome in 1964, Helena Rubinstein in 1989, Garnier in 1978, Maybelline in 1996, Soft Sheen in 1998, and Carson in 2000. Currently L’Oreal has the industry’s highest research and development budget and the largest cosmetological laborories in the world. U.S. customers make up 30% of its sales.

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