1984-2000 : Become number one in the beauty industry

© Thorkil Gudnason

© Thorkil Gudnason
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.
1984
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© L'Oréal Archives/ DR
He then becomes part of L’Oréal’s research department, as head of development for the “cold perm” (Oréol).
He goes on to set up a laboratory for applied research with some fifteen researchers.
Eugène Schueller and François Dalle decide to separate fundamental research and applied research, putting the latter in the hands of Charles Zviak, who is appointed head of Production and Technology.
As the true creator of applied research, Mr. Zviak believes in what he calls the Research/Marketing relationship, which promotes ongoing exchange between research and current marketing trends.
In 1973 he is nominated Executive Vice-President of L’Oréal. Then in 1984, he becomes the company CEO, a position in which he remained until 1988.
One overriding principle has always governed his work: quality. A man of great composure, he was known for his rigorous intellectual and ethical standards. When he died, in 8 July 1990, a profound sadness filled the laboratories.
1985
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© L'Oréal Archives/ DR
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© Bruce Weber for Polo
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© Herb Ritts for Paloma Picasso
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© Jean-Loup Sieff
1986
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© Fabrizio Ferri for Lancôme
1987
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© DR
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© Vichy / DR
1988
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© L'Oréal /DR
1989
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L'Oréal supports the "Look Good Feel Better" program in the USA
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© Igor Monsigna
Following Helena Rubenstein, L’Oréal signs a licensing contract with Giorgio Armani, allowing the company to promote this prominent name in fashion, synonymous with timeless elegance and prestige, in the area of beauty products and fragrance. These latest acquisitions enable L’Oréal to expand its international portfolio of luxury brands, together with the French brand, Lancôme and the US brand, Ralph Lauren. -
© La Roche-Posay