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HAIR CARE / HAIR COLOR / MAKE UP / SKIN CARE

Elvive helps all women find confidence through beautiful hair with scientifically-advanced, sustainable products that deliver an immediate hair transformation, even from first use.

No one cares like Elvive does

The very first Elvive product was a conditioner formulated with birch sap extract (the sève in Elsève, is the French word for sap). The launch marked the first time a haircare product aimed to do more than simply clean the hair, but also nourish and protect it.

Elvive has become the brand’s hero pillar in the category and year after year achieves the n°1 position in haircare Western Europe. Thanks to the most advanced research center near Paris where 500 researchers develop new innovative products and services every day for our customers from all over the world; Elvive consistently leads the haircare market providing exceptional, game changing innovations.

Dream Lengths helps achieve the long hair of your dreams, saving your last 3 cm from a haircut.
Total Repair 5 is proven to repair weak hair like no one else on the market.
Color Vive has been the n°1 in color care in Europe for over a decade.
Extraordinary Oil was the first ever oil to be launched on mass market, providing an ultra-sensorial, beautifying hair ritual.

Much of Elvive’s success can be attributed to its star ingredients, which have been the backbone of the brand’s formulas since the Seventies, when it first incorporated the repair properties of ceramides.

Since then, Elvive discovered and integrated within its star franchises ingredients that have never been considered before; for Dream Lengths launch, our laboratories integrated vegetal keratin for the first time. Unlike usual keratin that is derived from animals this one is specially formulated from plants such as wheat, corn or soy. Vegetal keratin also contains even more amino acids and proteins to penetrate deeply into hair fiber and help reconstruct from inside.

For Total Repair 5, our laboratories created Keratin XS which is a keratin complex identical to those naturally present in the hair to penetrate even deeper inside hair fiber. This Keratin XS is biomimetic to natural keratin: it fills in hair cracks, smoothes hair surface and increases the stength of weakened hair.

Infused with no less than 6 rare flower oils, Extraordinary Oil offers intense nutrition, sumptuous softness and infinite shine.

ELVIVE CARES FOR YOUR HAIR,

Elvive has also become a significant contributor to our sustainability program. At the end of 2019, 58 million Elvive bottles in Europe contained 100% recycled PET plastic. By the end of 2020, we will use 100% recycled PET for all of our 250 million shampoo and conditioner bottles in Europe, enabling us to save the equivalent of 5 400 tons of virgin plastic. This is a revolution for the Elvive range, helping us to make a positive impact on the environment and our planet’s future.

The Star of Hairsprays

Offering a super fine diffusion and legendary hold that disappears at the stroke of a brush.

L’Oréal Paris supports all women by giving them the possibility to choose their own image without having to compromise between colour intensity and safety.

The Most Caring Haircolor

BC (Before Crème) the realm of at- home hair color was a less caring place. But in 1995, women with greys, all over the world breathed a collective sigh of relief as a new hair color legend was born: Excellence Crème, the triple care haircolor with 100% grey coverage.

Using pioneering technology to offer the highest level of care without compromising on grey coverage, Excellence Crème took the market by storm. Fast forward a quarter of a century and thanks to a few choice tweaks along the way (hello protective pro-keratin and caring ceramides) Excellence Crème is still the gold standard in hair coloring science. During the 2020 pandemic, Excellence Crème proved itself once more and stepped in to the rescue, lifting the lockdown on covering greys. At a time when visiting the salon simply wasn’t an option and ‘WFH’ had become the new normal, Excellence Crème proved (thank you Eva Longoria) that at- home hair color can still deliver salon-worthy results. No surprise then that it’s charmed it’s way into the hearts and homes of women all over the world. Maybe it’s the triple whammy of care inspired by the world of professional hairdressers or perhaps it’s the rich, long-lasting color that covers 100% of greys, but one thing is certain; women all over the world are paying respect to their hair color. The result? The Excellence Crème triple haircolor ritual is one loved by 99% of women who have tried it*. Excellence Crème remains the crème de la crème of at- home hair color.

FOR LUMINOUS, MULTI-DIMENSIONAL BLONDES

“He says, I’m a gorgeous blonde. I say I’m a smart blonde.”

In the 70s, the women’s rights movement were marching on the streets of America, but advertising had not yet given women a voice – their husbands did the talking for them. That was until Préference introduced the game changing “I’m worth it” slogan in 1971, and in doing so revolutionized the world of advertising for generations to follow. The slogan flooded television screens and has since attained iconic status, synonymous with the L’Oreal Paris brand.

But beyond pioneering the “Worth it” slogan, Préference ushered in a new empowering tone of voice for the brand carried by the arrival of Cybil Shepherd’s understated sassy wit : “He says I’m Worth it, I say the guy’s no dummy.” The brand, ahead of its time as ever, was boosting more than just women’s haircolor.

“The most expensive haircolor in the world.”

From the opening line of the launch commercial to this day, Préference remains the incarnation of color sophistication, delivering a luminous, salon-like color full of reflects and highs-and-lows. As Joanne Dusseau, the original Préference spokeswoman went on to explain, “...it’s not that I care about money, it’s that I care about my hair.” As strong as the women that wear it, Préference is the long-lasting color reference – with up to 8 weeks of impeccable color and radiance. Today Préference is widely acknowledged as the signature iconic haircolor for blondes. Why? Because sophisticated blondes are the most difficult shades to achieve and Préference is armed with the best formula, unsurpassed. As Cybil said, a smart blonde, indeed.

THE AMMONIA-FREE LOVE BRAND

Originally launched in the 90’s, Casting Crème Gloss’ ammonia free formula was unprecedented in the haircolor market.

It’s yummy ingredients, unique tone on tone formula that washes out naturally and ammonia-free conditioning color led the way for younger haircolorers. The color struck a fresh chord with those late Twentysomethings and early Thirtysomethings, who were experiencing their much dreaded, first grey moment, but were not quite ready to fully commit to the same haircolor as their Mothers.

The “glossy, glossy” color result heralded a fun, new colorful language, positioning Casting Crème Gloss as the hair color love brand, galvanising an entire younger generation to find their color crush. The rich shimmering tones spoke for themselves and Casting Crème Gloss spread its wings via word- of-mouth, from one bathroom to the next.

Today Casting Crème Gloss has the highest number of positive consumer reviews and remains the go to brand for those about to leap into the unknown world of hair color – no need to fear, Casting is here!

The Life Saver

In 2015, a little turquoise revolution in a can hit the shelves. Magic Retouch, the first instant root concealer spray, took the market by storm, audaciously painting the haircolor aisle turquoise. Magic Retouch quickly gained the status of “life saver” and made its way into the lives, bathrooms, and handbags of countless women around the world. Why so much success? Because it addressed a universal need for all women who color: the need to instantly conceal appearing grey roots, after just a few weeks of coloring. How did it gain so much momentum? Thanks to a magical solution: just spray at the root and 3, 2, 1 roots gone! Whether it’s a last minute date, meeting, or girl’s brunch, Magic Retouch will always have you root ready.

L’Oréal Paris supports all women by enabling them to freely express all shades of their personalities. Prestige, sophistication.

MORE THAN A LIPSTICK, AN ICON

In the Eighties, L’Oréal Paris was already a powerful player in haircare, and saw the opportunity to expand into new categories. The next frontier was makeup, with lipstick franchise Color Riche, starting in the U.S in 1985.

“In haircare, we had launched the brand as the ‘luxury’ of mass, so we naturally took the same approach with the make- up range,” recalls Béatrice Dautresme, then marketing director at L’Oréal Paris and behind the launch of its first color franchise. Deciding to launch first in the US – the world’s most competitive makeup market – was bold. But L’Oréal Paris didn’t bat an eyelid. “We felt there was room for a brand that had more refined and elegant codes than most of the American cosmetics brands; a brand with a French touch,” Dautresme explains. The move paid off. Color Riche fought and won the battle for shelf space and earned the trust of women, first in the US, then worldwide. Today, it is one of the biggest players in the lipstick segment worldwide, accompanying women everywhere in every part of their lives.

For the launch of Color Riche, L’Oréal Paris wanted to create a signature that reflected the charm, quality and unmistakably French flair that characterized the collection. In line with this, it approached the legendary photographer Irving Penn, famous for his portraits and still life work, to shoot its first campaign. The result was a simple shot of a handheld mirror showing the reflection of a woman’s lips.

Over the past 35 years, a range of successive innovations have contributed to the franchise’s ongoing popularity. Its cream formula based on plant oils that cares for the lips and offers optimum comfort and its broad range of textures and colors – more than 350 over the years, from the boldest red to the sheerest nude via oranges, pinks, purples and browns – offer unrivaled choice to meet the desires of women worldwide.

YOURS TRULY, TRUE MATCH.

In a study of 291 women, representative of worldwide diversity, each woman was asked, with the help of a panel of makeup artists, to pick her perfect foundation. If no shade was found, a new one was created especially. Pushing the boundaries of inclusivity, the range – available in 48 shades – truly takes into account and celebrates global diversity, with skin tone and undertone combinations proven to match 100% of skin tones worldwide. Finally, every woman could show her true colors.

The researchers at L’Oréal Paris worked tirelessly to develop the perfect formula at micro-level. The result is a combination of hybrid pigments and pearlizers, allowing unprecedented shade matching with the skin’s undertones. Four volatile expert oils enhance color and quality of application, as well as offering improved moisture for incomparable comfort. Thanks to this combination of color and care, True Match has succeeded in truly matching women, the world over.

TAKE YOUR LASHES TO LASH PARADISE

Launched in 2017, Lash Paradise entered the market with a clear ambition : to change the rules and break the codes of mascara business in mass market.

Paradise Found: its feathery-soft bristle brush combined with its smooth-gliding formula; a black formula enriched in castor oil. All of which makes for voluptuous volume and length, and ultra- sensorial application. Effortless, carefree and feminine, it’s the French girl trademark!

THE 24H FOUNDATION THAT CAN KEEP UP

Too often women feel the need to excel even further, often without a sense of permission to fail, many juggling careers and family. Life is non-stop, 24/7. In other words, that they have to be - Infallible.

For these wonder-women, battling their way through life, L’Oréal Paris created a range of foundations, which just like them, does it all. Ultra-breathable, ultra- thin, yet super longwearing. Infaillible 24H Freshwear Foundation now with SPF25 for beautifully breathable protection that stays put all day.

And to celebrate women in all their diversity, the Infallible range has been expanding over the years to provide long-lasting formulas to all women, whether they’re looking for the ‘your- skin-but-better’ finish of a soft, matte powder, or a flawless high-coverage foundation with a matte yet natural finish. No compromise : whatever your needs, there’s an Infallible foundation that can keep up!

L’Oreal Paris supports all women by fighting for age to be nothing but a number. It does this by developing the most advanced science, which means no compromise between efficacy and safety.

GAME-CHANGING INNOVATION

Twenty-five years since its launch, Revitalift continues to break records, offering women advanced anti-aging powered by breakthrough science based on the latest developments in dermatology. The N°1 anti-aging franchise sells 34 million products a year worldwide.

When L’Oréal Paris launched Revitalift in 1995, it brought a whole new message to the skincare category – more than just an anti-aging offer, it was the first product on the market to address gravity, targeting skin firmness thanks to the most cutting-edge ingredients available at the time. Its winning formula combined these with the pleasure of a sensual texture and fragrance, offering a sensorial solution for the woman who wanted to be the master of her own beauty destiny, rather than a passive bystander to the signs of aging.

Ever since its invention, Revitalift has continued to evolve to meet women’s increasingly high anti-aging expectations, incorporating the latest scientific developments and continually pushing the boundaries of innovation. Launched in 2012, Revitalift Laser X3, inspired by medical laser technology, offered new levels of efficacy in anti- aging. Its groundbreaking formula incorporating 3% Proxylane, LHA and Fragmented Hyaluronic Acid effectively stimulates collagen production and skin renewal, offering women an alternative to interventionist treatments for the first time on the mass market.

More recently, Revitalift Filler hit the market with another instant success story based on pure hyaluronic acid designed to plump the skin. The star product in the line, 1.5% Pure Hyaluronic Acid Anti-Wrinkle Serum, is the top selling serum on the U.S. market and continues to go from strength to strength worldwide. Other products in the range include tissue masks and targeted ampoule treatments, offering women solutions in line with changing consumption habits and expectations when it comes to their beauty routine.

Age perfect

AGE IS NOT AN ISSUE

For too long women of a certain age have felt overlooked, excluded and over time, invisible. In our youth obsessed culture, ageism was clearly an issue.

L’Oréal Paris have held the belief age is just a number, long before such thinking was de rigueur. Back in 2006, the brand signed Jane Fonda, then aged 69, to launch Age Perfect; an extensive range of products specifically designed to fulfil the needs of mature skin, makeup and hair. Today Fonda, 82, continues to lead a powerhouse of female ambassadors for the brand, flanked by Helen Mirren 75, Andie MacDowell 62, and Viola Davis 55, amongst many others representing every generation of women.

Reaffirming that beauty never fades and femininity has no expiration date. The Age Perfect range continues to enable women’s visibility with the most advanced technologies and ingredients, such as Peony Polyphenols and Thermo-sensoriality, with the richest most caring textures, empowering these women to look as good as they feel inside.

In March 2019, in partnership with Age Perfect L’Oréal Paris, Fonda graced the cover of British Vogue , to launch “The Non-Issue”, a Vogue magazine exclusively created by and for women of 55 years and older. The brand activation, featuring brand ambassadors including Helen Mirren, Julianne Moore, amongst others and a myriad of mature women from every walk of life, drew attention to conscious and unconscious age discrimination within society. Proving once again that for Age Perfect L’Oréal Paris, age is not an issue.

IT’S A MEN’S WORLD

The men’s market has always had significant potential, but its growth has traditionally been limited by the fact that many male consumers felt they had little time or interest in grooming beyond the classic shave.

The launch of Men Expert in 2004 changed that. L’Oréal Paris broke into the segment with an offer that addressed real-life skincare issues and delivered tangible, visible results. Its mission: boosting men’s confidence to set them up for success.

“Rather than simply replicating women’s skincare formulas, Men Expert harnessed the power of L’Oréal Paris’ technology to develop products geared to men’s specific needs,” explains Matthieu Dalmayrac, VP Global Marketing Men Expert.

A multi-service grooming brand for every man – whatever his age – Men Expert has continued to recruit new users to the segment thanks to new scientific breakthroughs and category introductions, expanding progressively beyond skincare into beard care, personal cleansing and deodorants. With ranges including Hydra Energetic, Hydra Power, Vitalift and Barber Club as well as innovations like Amino Acid Cleanser in China Hydra Energetic Healthy Look Tinted Gel in Europe, it offers men all over the world access to products with visible results that boost their self-esteem.

Men Expert’s choice of Spokesmen, such as Game of Thrones star Nicolas Coster-Waldau, with his combination of rugged good looks, integrity and support for causes like gender equality and the environment, has also undoubtedly been a factor in changing men’s attitudes to grooming. Equally, Daniel Wu, the Chinese American, renowned Hong Kong actor, director, producer and martial arts expert, continues to breakdown cultural boundaries and smash stereotypes for men everywhere.

Lastly but not least, Rob McMillen is one of Manhattan’s most sought after barbers and founder of Mildred New York, a Lower East Barbershop and former head barber at NY Institution The Blind Barber. In 2017 he joined the prestigious team at L’Oréal Men as Barber Expert.

His classic cutting approach and expertise in grooming has earned him a loyal following, featured in GQ , Esquire, Details Magazine, Harper’s Bazaar, and L’Officiel Hommes. He has also worked with the Sundance film festival, Milk Studio, Marc Jacobs, and New York fashion week.

Finally, Rob has also been fundamental to help drive awareness of Movember, cultivating the art of the perfect moustache in aid of men’s mental health and the fight against prostate and testicular cancer.