1984-2000 : Become number one in the beauty industry

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Become number one in the beauty industry

Lancôme advertisement: Trésor

© Lancôme 

Lancôme advertisement: Trésor

© Lancôme 

These twelve years are marked by a great period of growth for L'Oréal, mainly driven by the significant investments made by the group in the field of research.

Alongside these efforts are strategic product launches that not only make history, but also succeed in strengthening the Group’s brand image.

In 1988, François Dalle's successor, the research and development pioneer Charles Zviak, hands over the reins of the company to Lindsay Owen-Jones, a truly outstanding director.

Under his management, the Group would completely change in scope to become the world leader in cosmetics through the worldwide presence of its brands and strategic acquisitions.


  • © L'Oréal Archives

    At the forefront of new trends, L’Oréal embraces the style of the 80s. The street is bursting with endless sources of inspiration, hairstyles are let loose and become a mark of individual expression. L’Oréal therefore creates a complete line of hairstyling products: gels, mousses, sprays. Based on unique, innovative formulas, these products give everyone, regardless of age or hair type, the freedom to create their own style. It constitutes a veritable style toolbox, allowing users to become their own hairstylists. The result is tremendous worldwide success. Twenty-five years later, Studio Line retains its pioneering spirit, and remains in the avant-garde of hairstyling trends.
  • Polo by Ralph Lauren in the L’Oréal stables

    © Bruce Weber for Polo

    L’Oréal obtains the Ralph Lauren licence, and continues the fabulous saga of Polo fragrances for men, created in 1978. The acquisition anchors L’Oréal’s position in the Luxury Products market in the United States and in luxury men’s fragrances.
  • © Herb Ritts for Paloma Picasso

    With an eye to expanding its fragrance business, L’Oréal continues its strategy of collaborating with cutting-edge designers. It teams up with Paloma Picasso, fashion and jewellery designer, daughter of a symbolic figure and herself a charismatic spokeswoman of the 80s. She gives the fragrance her name, designs the bottle, selects its composition – a heady, distinguished chypré – and wraps it in red, her signature colour, unimaginable at the time in perfumery. She pulls it off masterfully: the brand is an instant success throughout the world.
  • Biotherm creates skin care for men

    © Biotherm

    At long last, the first line of skincare products designed exclusively for men! Their refreshing, non-oily textures, specially adapted to male skin, their ergonomic shapes, and their straight-forward media campaign win men over throughout the world. A true pioneer in 1985, Biotherm Homme is today’s leader in men’s skincare products in more than 70 countries.