L’Oreal began in 1909 as the project of a young chemist, Eugene Schueller. After discovering a formula for hair dye he began manufacturing his own products and selling them on to Parisian salons. His work evolved into the founding of an organisation, Societe Francaise de Teintures Inoffensives pour Cheveux (The French Society for safe hair dyes). The societe was based upon the principles of continuing research and innovation in the field of beauty, principles that are instantly recognisable in its direct descendent L’Oreal.
By the end of 2012, the company employed over 72,000 people, including around 2,000 chemists and researchers. All are striving to provide the latest innovations in beauty and hair care. Over the past century the company has developed beyond dyes to producing women’s cosmetics, skincare and body care. It has an advanced range of men’s shaving, bathing and grooming and has led the way in the innovation in male specific skincare and anti-ageing.
In 2005 L’Oreal released the Men Expert line, thought to be the largest and most comprehensive range of its type. Speaking on the release of the Men Expert line in 2005, L’Oreal president and general manager, Carol Hamilton, said: “Men Expert is a comprehensive male-focused line from the state-of-the art L'Oreal labs. It's not just about after-shave balm; it's about total skin care. This is truly a new generation of skin care designed specifically for men." The line was designed to focus on the particularities of men’s skin. Giving the care and attention that has been enjoyed by women for generations.
"Men suffer from the same skin care issues as women: oiliness, clogged pores, dry, rough skin and wrinkles and sagging, and these conditions tend to affect them on the same time scale as women," says Dr. Lydia Evans, consulting dermatologist for L'Oreal Paris. "However, the needs of men's skin differ from women's, so L'Oreal used extensive research and technology to design a skin care line for men's unique skin physiology. Unlike women, men have thicker and oilier skin, more prominent pores, and their faces truly suffer from regular shaving."
In 2011, L’Oreal released the Men Expert Vita Lift line, with an advertising campaign designed by Hugh Laurie, a distinguished male icon, the line initially contained a single moisturiser and eye roll on. Which used together or independently, visibly reduce the appearance of fine line and wrinkles.