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L’Oreal Paris

L’Oreal Paris

Company: L’Oréal

Brand value: US$24,533 million

Headquarter city: Paris

Category: Personal Care

Year formed: 1909

L’Oréal Paris is a beauty brand with a vast range spanning make-up, skincare, haircare, hair coloring and men’s products. Star lines in the range include Color Riche lipstick and Revitalift skincare. Its “Because I’m worth it” tagline was first used in 1971 and is still at the heart of brand communications, not just in France but for L’Oréal around the world. The message underpins the brand’s mission to make innovative products accessible to everyone, and celebrating ethnic diversity through endorsement by well-known actors and singers from varied backgrounds. Around the world, brand ambassadors have included Jennifer Lopez, Jane Fonda, Eva Longoria, Julianne Moore, Liya Kebede, Karlie Kloss, Doutzen Kroes and Gong Li. In 2017, French model and actor Thylane Lena-Rose Blondeau joined this high-profile line-up. The brand has always partnered with major retailers for distribution, but in the past year, L’Oréal Paris has opened its first branded boutique, a store devoted entirely to cosmetics with ambience the brand describes as “at once edgy and Parisian”. It has also launched a YouTube beauty academy in partnership with blogger Kristina Bazan, to help train the beauty YouTubers of tomorrow. Reported sales in 2016 were up by 7.5 percent, with an especially strong performance by the L’Oréal Luxe range. L’Oréal is listed on Euronext; 33 percent of the business is owned by the Bettencourt Mayers family, 29.8 percent by institutional investors, and 23 percent by Nestlé.