Sun, 22 November 2009
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The market for L'Oreal expanded from "gay Paris" in the early years to the globalised world of supermarkets and glamour: a story of the consumer society.Paris -- In 1909 French chemist Eugene Schueller concocted a safe dye for hair, calling it l'Aureale after a popular hair style of the moment in a city which was already a byword for style and fashion.
On Thursday that business, now an empire, a top French brand and a leader in the world of cosmetics under the name of L'Oreal, celebrates 100 years of satisfying vanity and riding the long rise of spending on body care products.
Since the early years when Schueller invented new recipes by night and delivered to hairdressers by bicycle by day, L'Oreal survived through the Great Depression, two world wars and the growth of competition in ever-more prosperous economies.
However, Schueller attracted controversy for having extreme right-wing connections before and after the occupation of France in World War II.
The founding family was in the news recently over litigation between Liliane Bettencourt, Schueller's daughter, and her own daughter Francoise Bettencourt-Myers. The daughter took court action to challenge gifts totalling nearly EUR 1 billion (USD 1.42 billion) from the family fortune by her mother to a friend, a photographer.
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