Word: oreal
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Dates: during 2000-2009
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Less than a decade ago, Maybelline was a mass-market cosmetics brand with an image problem. But in 1996, it was taken over by French personal-grooming behemoth L'Oreal, headed by Lindsay Owen-Jones. As it has done with so many of its 17 beauty brands--like the zany personal-care line Garnier or the ethnic hair-care concern SoftSheen/Carson--L'Oreal gave Maybelline a marketing face-lift and sent it out to conquer the world. "I had what was perhaps an unrealistic ambition," Owen-Jones, 58, told TIME: "to put a Maybelline lipstick in the hand of every woman...
Owen-Jones accepts that L'Oreal might have the odd off year, but in the long term, he sees no reason why all the markets shouldn't keep on growing, even the most developed ones. Take Sensation Totale, a skin-soothing lotion designed to go under the moisturizer that is Lancome's hottest product in the U.S. Does a premoisturizer moisturizer seem like a fanciful idea? Perhaps not in the American market, where women put an average of seven products on their face each morning. And certainly not in the Korean market, where L'Oreal also has a presence...
What with his romance with J. Lo and his status as a Hollywood hunk, actor Ben Affleck is seldom out of the public eye. And that's good news for L'Oreal, which employs Affleck--along with Formula One auto-racing superstar Michael Schumacher--as one of its advertising faces...
...beauty market remains elusive for L'Oreal and others. Companies have produced myriad concoctions, such as Active Skincare Daily Energizing Face Wash for Men, from Adidas; Jean Paul Gaultier Le Male bronzing powder, from a product range that also includes eyeliner (guyliner?); and Multi-Purpose Facial Formula for Men from Kiehl's, a L'Oreal brand. But the size of guys' sales potential may be exaggerated. In Britain, one of Europe's largest markets, sales of men's grooming products stood at $1.5 billion in 2002, according to Mintel International--a figure tipped to rise just...
...suggests that for men, aging is more about losing one's hair than losing one's skin tone--making skin care a tougher sell. And men who moisturize often grab whatever is in the bathroom cabinet--even if it belongs to their wives. "Men are huge cadgers," says L'Oreal CEO Lindsay Owen-Jones. "They don't buy too much stuff for themselves." Owen-Jones loves to sail--a pastime that takes its toll on the complexion. So which moisturizer does he use? Er, two, actually--one from Lancome's Homme line and one from Vichy's Thermal S2 range...