As soon as he takes over the helm at L’Oréal on Eugène Schueller’s death, François Dalle gives fresh impetus to the company. Creator of “Le Grand L’Oréal”, always mindful of the social conscience of the day and initiator of in-company training, François Dalle keeps one eye on the future which, for him, is the only factor of progress. He is a visionary who is to run a policy of targeted acquisitions in order to expand the Group’s positions in new market sectors and new distribution channels; develop research, the driving force behind internal growth; increase the Group’s international presence; and make beauty more accessible to win new consumers.

Present in the Brazilian market since the late 1930s, L’Oréal responds to the 1950s boom by establishing a direct presence in the country, forming FAPROCO (Fábrica Produtos Cosméticos S.A.) in 1959. It is so successful that, with its two plants in Rio de Janeiro and São Paulo, L’Oréal Brasil is today an export platform for the whole of Latin America and is ready to celebrate in 2009 its 50th anniversary.

L’Oréal Net for hairdressers in 1958 followed by Elnett (from elle (she) and nette (neat) – for consumers in 1962, are not only a complete departure from the established tradition of hairstyling products, hitherto dominated by brilliantine and gum lacquer, but are above all a new and extraordinary way to fix hairstyles. It’s goodbye to stiff hair and hello to hair that’s silky soft to the touch! In 1962, Elnett Satin adopts its slimline golden silhouette and becomes the “golden goddess”. In 1968, yet another innovation: the micro-spray delivering an even finer mist distributed evenly all over the hair, which simply brushes out with minimum effort. Thanks to this groundbreaking formula, still unrivalled, L’Oréal is the global hairspray market leader. The story of a mythical product inextricably linked with L’Oréal’s own history.

Belle Color, one of the very first colouring shampoos, plays a vital role in the development of the home colouring market. Its ease and speed of application are to be the key to its success. It prefigures the launch of Récital a few years later.

In recognition of its spectacular yet sound development, the L’Oréal Group is listed on the Paris Stock Exchange which gives it access to new financial resources. The Group’s market capitalisation has increased more than 750 times since 1967.

French women discover the secrets of Japanese bathing practices with the first foam bath, Obao: a name that takes its inspiration directly from o-furo, the traditional Japanese bath that is both a relaxation ritual and a cult way to recharge one’s batteries. A new approach that caters for the newfound demand for toiletries that are more sophisticated than a bar of soap.

Founded in 1935 by Armand Petitjean and the d’Ornano brothers, Lancôme is a fabulous perfume, skincare and make-up brand that at this time is already the embodiment of elegance and French style in many countries. Its major products (such as Nutrix cream created in 1936), international presence and network of technician-ambassadresses win over L’Oréal, which is keen to position itself in the upmarket cosmetics sector and the perfumery channel. The acquisition of Lancôme in 1964 is the first stepping stone on the road to becoming a luxury goods empire.

L’Oréal takes hairdressing salons into groundbreaking territory, complementing the usual colouring and styling services with a new concept: haircare, with a specialist range of products called Kérastase. What sets this concept apart is the combination of the best formulas to emerge from L’Oréal’s research laboratories, the stylist’s expertise and the way the care programme is tailored to individual hair types. The treatments are highly sophisticated with steps performed in a specific sequence, turning them into a real beauty ritual: diagnosis, scalp massage and expert treatment applied using specially developed techniques. A uniquely luxurious experience to enhance beauty and well-being.
In 1967, Kérastase products become available for resale to customers which enables women to prolong the benefits of in-salon care in their own homes. Selling the products to customers is also a new source of revenue for the salons.

Laboratoires Garnier have been successfully marketing various hair products since the 1920s: Garnier plant-based lotion, Moelle Garnier energy-boost shampoos with natural extracts, Moelle Color hair colourant and so on. The purchase of Garnier enables L’Oréal to acquire a portfolio of complementary haircare products with an organic positioning – a different approach to haircare.

Armed with Lancôme’s perfumery experience and keen to continue its expansion in the luxury goods market, L’Oréal joins forces for the first time with a major French couturier, Guy Laroche, to create a number of fragrances. The first product of this association is Fidji, which becomes a classic perfume with the unforgettable advertising slogan: “A woman is an island. Fidji is her perfume”.

No need to go to the hairdresser’s anymore to have your hair coloured: L’Oréal launches Récital on the mass consumer market: hair colouring kits designed for women to use in the comfort and privacy of their own bathrooms, so they can colour their hair at home in complete safety. François Dalle’s vow “to make beauty accessible to as many women as possible” starts to take shape.

In response to the wishes of women who prefer not to perm their hair, L’Oréal launches Mini Vague, a completely new technology that gives the hair softness, body and bounce. The secret is a gentler mix that results in a more natural wave. It is so successful that “mini vague” actually enters the French language as the term to describe a lighter kind of perm, the equivalent of the demi-wave in English.