L'Oreal

French cosmetics giant

L'Oréal is a French multinational corporation and the world's largest cosmetics company, selling hair color, skincare, makeup, and fragrances.

Its slogan "Because you're worth it" became iconic in beauty advertising.

The name appears on products ranging from drugstore brands to luxury lines: She picked up some L'Oréal hair dye at the pharmacy.

beauty

cosmetics

Skin-applied beauty substances

mascara · foundation · hair color · anti-aging · moisturizer · serum · concealer · eyeshadow · blush · primer

brand

Paris

France's chief city

  • sloganMemorable promotional phrase
  • worth itMeriting the investment
  • luxuryExpensive nonessential comfort

prestige · marketing · advertising · campaigns · logo · tagline · consumer goods · mass market · drugstore · premium

salon

professional

Credentialed in one's field

formulas · developer · treatments · keratin · balayage · highlights · tint · permanent · semi-permanent · dye

corporate

multinational

Operating across multiple countries

revenue · shareholders · market share · CEO · French · stock · NYSE · industry leader · research · innovation

ethics

animal testing

Experiments on living creatures

parabens · regulations · China · vegan · transparency · environmental · packaging waste · carbon footprint · diversity · inclusivity

Categories
Opposites
market positioning/prestige

L'OrealVO5

Budget haircare brand

Wet n Wild · no-name brands

brand philosophy/values

L'OrealThe Body Shop

Cruelty-free cosmetics retailer

Burt's Bees · Lush · organic skincare

Family

halo, aureole

Familiarity
Top 200,000
Profile
Known to kids · Used worldwide · Concrete · Everyday, not technical · Rated G