Word: oreal
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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...
...crazy. Maybelline was launched in China in 1998. Now, buoyed by the popularity of products such as Water Shine Diamonds lipstick, the brand is recognized by 95% of Chinese women. In January, Owen-Jones, who is British, celebrated his 20th year at the helm of L'Oreal. He went to work for the company in 1969, fresh out of management school in France. He became CEO in 1984 and chairman in 1988. Once in charge, he set about globalizing beauty. He is one of the few non-French to thrive in what remains an insular corporate culture. Along...
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...