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L Oreal

L’Oréal Paris – in 2020 #4

Parent Company: L’Oréal Group

Brand Value: $27,828m (US$)

Change from 2019: 7%

Headquarter City: Clichy

Category: Personal Care

Year Formed: 1909

Synonymous with the internationally recognized tagline “Because you’re worth it” beauty brand L’Oréal Paris has a range that spans makeup, skin care, hair care, hair coloring, and men’s products. Its mission is to provide accessible, innovative products that help consumers—primarily women—feel good about themselves, and its brand ambassadors celebrate ethnic diversity. China has become a major market for L’Oréal Paris, and the brand is highly active online, both through e-commerce channels and in its communications. The brand is part of L’Oréal Group’s innovative efforts to use technology to help consumers identify the products that are best suited to them, with its Makeup Genius app, for example, and the acquisition of augmented reality specialist ModiFace, which lets people try makeup before they buy. (In 2019 L’Oréal’s ModiFace AI-powered virtual makeup try-ons were introduced to Amazon, and include products from L’Oréal Group-owned brands Lancôme and Maybelline.) L’Oréal Group has also been investing heavily in other sensor-based diagnostics and wearable technologies to find new routes to consumers.