L'oréal takeover The Body Shop
Introduction
In July 2006, L’Oréal welcomed The Body Shop to its family of brands. L’Oréal places great value on The Body Shop’s exceptional emphasis on being a sustainable and ethical business. It intend that close co-operation between their businesses will result in shared best practice and the identification of opportunities for improving L’Oréal sustainability performance. For example, in December 2006, L’Oréal joined the Round Table on Sustainable Palm Oil, partly due to The Body Shop’s experience on this issue.
But, in fact, is the takeover of The Body Shop permits to improve the new eco-friendly image of L’Oréal?
CONTENTS
I. Background information on L’Oréal and The Body Shop companies
A. L’Oréal
1. Historic
L’Oréal’s story takes shape in 1907, at a time when women of the demi-mode dyed their hair.
A young French chemist, Eugène Schuller, began to concoct an innovative synthetic hair dye. He formulated and manufactured his own products, which he then sold to Parisian hairdressers under the brand name Auréole.
In 1909 Schuller registered his company the Société Française des Teintures Inoffensives pour Cheveux, the original L’Oréal. His strategy was successful; in the end of World War I, hairstyles became fashionable with a new emphasis on shape and color.
By 1920, its products were available in a total of 17 countries including United Sates and the Soviet Union. There were 40 000 hair salons in France and L’Oréal new products captured the growing market.
In 1928 the company made its first move toward diversification, purchasing the soap company Monsavon. Products began to be sold in pharmacies and perfumers, and subsidiaries were established later.
The shampoo Dop was the first-mass market product, it was promoted through children’s hair-lathering competitions and advertising with radio jingles in 1938.
The World War II didn’t curb the company’s growth, on the contrary. Women bought cosmetics to boost
In July 2006, L’Oréal welcomed The Body Shop to its family of brands. L’Oréal places great value on The Body Shop’s exceptional emphasis on being a sustainable and ethical business. It intend that close co-operation between their businesses will result in shared best practice and the identification of opportunities for improving L’Oréal sustainability performance. For example, in December 2006, L’Oréal joined the Round Table on Sustainable Palm Oil, partly due to The Body Shop’s experience on this issue.
But, in fact, is the takeover of The Body Shop permits to improve the new eco-friendly image of L’Oréal?
CONTENTS
I. Background information on L’Oréal and The Body Shop companies
A. L’Oréal
1. Historic
L’Oréal’s story takes shape in 1907, at a time when women of the demi-mode dyed their hair.
A young French chemist, Eugène Schuller, began to concoct an innovative synthetic hair dye. He formulated and manufactured his own products, which he then sold to Parisian hairdressers under the brand name Auréole.
In 1909 Schuller registered his company the Société Française des Teintures Inoffensives pour Cheveux, the original L’Oréal. His strategy was successful; in the end of World War I, hairstyles became fashionable with a new emphasis on shape and color.
By 1920, its products were available in a total of 17 countries including United Sates and the Soviet Union. There were 40 000 hair salons in France and L’Oréal new products captured the growing market.
In 1928 the company made its first move toward diversification, purchasing the soap company Monsavon. Products began to be sold in pharmacies and perfumers, and subsidiaries were established later.
The shampoo Dop was the first-mass market product, it was promoted through children’s hair-lathering competitions and advertising with radio jingles in 1938.
The World War II didn’t curb the company’s growth, on the contrary. Women bought cosmetics to boost
Bibliography: http://fr.slideshare.net/kannupriya23/the-body-shop-3594407 Master thesis : « Strategie et Management des entreprises – L’Oreal », 2008/2009, Alexandra Reze et Audray Pelletier Annexe 2: Limited edition The Body Shop (summer 2012): Make up “Zéro Cruauté Lily Cole ” Annexe 3: L’Oréal’s figurehead (2012): Barbara Palvin