Middle East
Strategy & Model
A unique vision of the world. A unique organization.
Our Strategy: Universalization
L’Oréal has chosen a unique strategy: Universalization. It means globalization that captures, understands and respects differences. Differences in desires, needs and traditions. To offer tailor-made beauty, and meet the aspirations of consumers in every part of the world. L’Oréal is driven by this vision of the world.
For L’Oréal, universalization is about having a truly global presence through a unique organization. We are strategically concentrated yet operationally decentralized. Local teams are empowered. They ensure that in every country we are close and relevant to our consumers.
That means also creating and producing cosmetics at a local level, so that our formulations are perfectly adapted to the needs of our consumers, wherever they live. To achieve that, we have developed a worldwide network of Research & Innovation and marketing hubs, one for each of our strategic markets: the United States, Japan, Brazil, China, India and South Africa. To complement their work in development, L’Oréal also has a global industrial presence, so that these innovations can be brought to market quickly and efficiently.
Thanks to universalization, the success stories created by our hubs can also be rolled-out to other areas of the world.
Creating beauty has been our only vocation for over 110 years. What makes us unique?
The passion for innovation transmitted by our founder, a researcher. We have an obsession with superior quality, efficacy, sincerity, and safety of our products. Respect for diversity with strong brands that meet all needs and desires.
Last but not least: the 88,000 women and men of L’Oréal around the world who are bringing our great adventure of beauty for all to life. What drives us: to be both value creator and exemplary in terms of responsibility and sustainability. We will continue to play our part for a more beautiful world.
Jean-Paul Agon
Chairman - L'Oréal Groupe
At L'Oréal Consumers Products, our mission is to democratize the best of beauty, and for us, beauty as to be sustainable.
We embrace and enhance emerging trends to create the most relevant and sustainable beauty products and experiences, making them accessible to each and everyone all around the world, thanks to the diversity of our brands and their communities.
Our Division holds the world’s #1 beauty brand with L’Oréal Paris1, the #1 makeup brand with Maybelline New York2, the #1 natural brand with Garnier, as well as NYX Professional Make Up. We democratize the best of accessible and quality beauty in skincare, makeup, hair care and hair color.
Beyond our 4 iconic global brands, we have a unique brand portfolio including among others Essie, Stylenanda 3CE, La Provençale Bio...
1. Euromonitor 2017 , 2. Euromonitor 2017
Learn more About Consumer Products Division (en)
At L'Oréal Luxe our mission is to provide our consumers the best products and brand experience by making it unique.
Thanks to our strong, balanced and complementary portfolio we are able to meet the needs of every consumer tribe, at every price level.
Our portfolio is composed of 26 brands of which 17 are global brands, including major brands, highly-aspirational and multi-expert, such as Lancôme, Yves Saint Laurent and Giorgio Armani.
Learn more About L'Oréal Luxe Division(en)
At L’Oréal Active Cosmetics, our mission is to help everyone in their quest for healthy and beautiful skin.
The Active Cosmetics Division is the world leader in dermocosmetics, with international skincare brands recommended by health care professionals and distributed in healthcare outlets worldwide, including, pharmacies, drugstores, medi-spa and e-retailers.
Our brands portfolio is composed of 6 brands originating from France and the USA. The brands offer a range of skincare and haircare products to respond to all expectations linked to beauty and health of the skin: from dermatological and esthetics skincare to natural solutions and from the most accessible ranges to the most premium ones.
Learn more About Active Cosmetics Division(en)
At L’Oréal Professional Products, our mission is to support hairdressers and develop the hair industry sustainably and while benefiting all. Professional Products founded the L’Oréal group more than 110 years ago.
Always hand-in-hand with hairdressers.
Always creating connections between our brands, professionals and consumers in every market.
Our mission is to always reinvent professional beauty and lead the digital transformation of our industry with a customer-centric approach.
Thanks to our 6 global brands, and 3 local brands across the world, we provide professionals and consumers with always better, safer and more sustainable professional haircare, experiences and services.
Learn more About Profesional Products Division(en)
985M€
invested in R&I
150
countries
497
patents registered
What unites our Divisions and our brands is a common passion for beauty, and the fact that they all benefit from L’Oréal’s powerful Research to keep the innovations flowing.
Our Divisions have demonstrated their tremendous adaptability in a world whose transformation keeps on accelerating. Here are three examples: digital, channel shift and the new “militant” consumer’s expectations.
Nicolas Hieronimus
Chief Executive Officer
Our organizational structure
To ensure its development, L’Oréal relies on global R&I, a unique portfolio of brands organized around four Divisions, and integrated industrial production, supported by a set of corporate functions: Administration & Finance, Digital, HR, Communications and Corporate Responsibility.
Learn more about our Functions :
Travel retail (en)
Administration & Finance (en)
Research & Innovation (en)
Operations (en)
Digital (en)
21
research centers
14
assessment centers
36
brands