L’Oréal Paris: the power of femininity
The world’s leading beauty brand is stronger than ever thanks to a refreshing new take on femininity and products of superior quality.
An all-new take on femininity
In the consumer products market, where more and more small brands are breaking through, big brands are seen as a guarantee of quality and safety. Among them, L’Oréal Paris is a benchmark worldwide. Building on this strong reputation, the brand has reinvented itself by promoting a new vision of femininity: authentic, independent, liberated and beautiful. The brand’s mission is to help consumers all over the globe fulfil their dreams on their own terms and according to their personal aspirations. French actress Leïla Bekhti, who has been a L’Oréal spokeswoman for several years, is among those who has made her femininity a source of strength. Listen to her as she talks to us about her views on what makes a woman:
Leïla Bekhti
Actress, L’Oréal Paris spokeswoman
L’Oréal Paris partners with famous fashion brands to organise fashion shows that celebrate bold femininity in all its diverse expression. The second edition of the event took place on a floating catwalk on the Seine, in the centre of Paris, the fashion capital, a city which has always been a major inspiration for the brand. The fashion show, featuring 19 brand spokespeople and models wearing styles by 17 partner labels, was broadcast live on social networks and resulted in 4 billion impressions online worldwide. The event has already become a must-see for influencers and their followers. When L’Oréal Paris puts on a show, it’s an ode to beauty, femininity and inclusion!
L’Oréal Paris fashion show on the river Seine in Paris
High quality innovative products
Through this new take on femininity, L’Oréal Paris remains loyal to the basic principles that have always underpinned its success: innovative products of superior quality that respond to trends and address the diverse needs of consumers. Backed by Group Research & Innovation, the brand has launched products based on the newest scientific and technological innovations. These include Revitalift with hyaluronic acid, which has confirmed L’Oréal Paris’ anti-ageing expertise, and the haircare range Dream Lengths, which treats split ends to help hair grow healthy. This technological innovation was launched to meet consumer needs – in particular, the long-hair trend popular among Millennials – and has met with great success.
Global success
Buoyed by its new brand image and scientific ethos, L’Oréal Paris has been a huge success in many countries. The French brand has even managed to rank as the leading beauty brand in China . Skincare is performing particularly well thanks to Revitalift Filler Ampoules and Age Perfect Peony Lumière anti-ageing range. Men Expert has also been successful among Chinese men. In the United States, L’Oréal Paris has gained recognition among the big names in makeup thanks to iconic products like Lash Paradise mascara.
