L’Oréal Opens A Subsidiary In Lebanon. Group


The L'Oréal Group has set up a subsidiary in Lebanon, which, since 1 January 2000, has been handling the marketing and sales of mass-market (L'Oréal Paris, Laboratoires Garnier, etc.) and professional haircare products in this country. On 1 January 2001, the subsidiary will also take charge of perfumes and prestige cosmetics (Lancôme, Biotherm, Guy Laroche, etc.). At that date, all of L'Oréal's divisions in Lebanon will be grouped within one entity, which should generate sales of more than FFr 200 million.

L'Oréal's direct presence on this market will ensure the rapid development of the Group's brands. Maybelline, world leader in mass-market make-up will be launched there in the next few weeks. To confirm its leadership in hair colouring, the subsidiary will also soon be launching Natéa, a colouring mask by Laboratoires Garnier.

Since the 1960s, L'Oréal has distributed its products in Lebanon through local agents, opening a coordination office in Beirut in 1998.

"The dynamic rebuilding and healthy consumer spending in Lebanon, where the population is young and purchasing power particularly high, augur well for the development of the Group's activities," declared Alain Evrard, zone Director Africa Orient Pacific. L'Oréal Liban will act as a pilot affair for the Group's expansion in the Arab world."

L'Oréal Liban will also be the partner of the Baalbeck International Festival in July this year.

In the eastern Mediterranean area, L'Oréal is present in Greece, Turkey and Israel. In the Near and Middle East, the Group has been present at Jebel Ali, near Dubai, since 1998. Through agents, it is also present in Saudi Arabia, Bahrain, the United Arab Emirates, Jordan, Kuwait, Oman, Qatar, Syria and Yemen.