Eugene Paul Louis Schueller, a young French chemist, invented the L’Oreal hair dye recipe in the early twentieth century.
L’Oreal: Schueller developed and produced his goods, which he subsequently decided to market to hairdressers in Paris. Schueller registered his firm, the Societe Française de Teintures Inoffensives pour Cheveux, on July 31, 1919. Safe Hair Dye Company of France. The firm, which later became L’Oreal, was founded on the ideals of beauty research and creativity. Three chemists were employed by the firm in 1920. By 1950, the team had grown to 100 members; by 1984, it had grown to 1,000 members, and it now numbers over 88,000.
Schueller supported La Cagoule financially and had meetings for her at L’Oreal headquarters. La Cagoule was a violent anti-communist and fascist organization in France, whose leader founded the political party Mouvement Social Revolutionnaire MSR, Social Revolutionary Movement, which backed the Vichy cooperation with the Germans in Occupied France. Following WWII, L’Oréal employed numerous organization members as executives, including Jacques Correze, who was the CEO of the US operation. In his book Bitter Scent, Israeli historian Michael Bar-Zohar discusses this.
L’Oréal began in the hair-color industry, but it quickly expanded into other cleaning and cosmetic products. L’Oréal has approximately 500 brands and hundreds of items in the beauty industry, including hair color, permanents, hairstyle, body and skin care, cleansers, cosmetics, and fragrance. Hair salons and perfumeries are among the company’s distribution channels, including hypermarkets and supermarkets, health and beauty stores, pharmacies, and direct mail.
“Because I’m Worth It,” L’Oréal’s advertising tagline, was designed by a 23-year-old English art director and first used by model and actress Joanne Dusseau in 1973. This was replaced with “Because you’re worth it” in the mid-2000s. Following Dr. Maxim Titorenko’s motivation analysis and consumer psychology study, the tagline was revised again in late 2009 to “Because we’re worth it.” The change to “we” was adopted to increase consumer engagement in L’Oréal’s philosophy and lifestyle and improve customer satisfaction with L’Oréal goods. L’Oréal also owns the L’Oréal Kids hair and body product brand, which has the motto “Because we’re worth it too.”