Democratising beauty at its best

The L’Oréal Consumer Products Division supports the emergence and development of major beauty trends with a portfolio of iconic, complementary brands.

Serums drive dynamic skincare category

Today’s serums simultaneously meet two consumer aspirations: enhanced product performance and sophisticated beauty rituals. And that is exactly what the Revitalift franchise by L’Oréal Paris aims to do. Its Revitalift Filler serum is a global bestseller. Scientifically formulated by the Group’s Research & Innovation teams, the serum combines two types of hyaluronic acid—its star ingredient—to improve the skin’s ability to retain moisture. L’Oréal Paris applied the same level of expertise to the new Revitalift Filler Eye serum, whose formula contains the brand’s strongest concentration of hyaluronic acid, at 1.5%, and pure caffeine at 1%, to reduce the appearance of undereye wrinkles and dark circles.

Age Perfect Midnight Serum completes the L’Oréal Paris serum lineup, confirming the brand’s “accessible luxury” positioning. The serum’s exclusive formula and luxurious aesthetic have been particularly popular with consumers worldwide. 

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New technologies accelerate innovation

Makeup’s triumphant return

Though people continue to wear masks in many countries, makeup has made a triumphant return to consumers’ beauty habits. To celebrate the category’s remarkable revival, the Division’s brands rolled out splashy campaigns. Maybelline New York’s international Press Play campaign, which showcases new lipsticks and eye looks, was wildly popular in several countries and helped to boost brand recognition. In South-East Asia, Maybelline New York organised live interviews and a virtual concert by prominent K-Pop band Itzy.

Social media also contributed to the big makeup comeback, with record numbers of followers adding L’Oréal Paris accounts after the release of a campaign to promote Infallible 24H Fresh Wear Foundation. The innovation generated over a 100 million views for its videos on TikTok and enabled the brand to attract more than 100,000 followers to its account in a single week.

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An omnichannel strategy: bringing “phygital” beauty

Haircare: innovations abound

Thanks to innovations like Dream Lengths Wonder Water, which leaves long hair soft and glossy, and Hidra Hialurônico, a new range for dry hair, the L’Oréal Paris Elvive franchise targeted new haircare categories and broadened its consumer base. These launches, which were very popular in Latin America and performed well in mainland China, are underpinned by new scientific innovations in haircare, such as the inclusion of hyaluronic acid. Elvive by L’Oréal Paris is determined to build on these successes to provide an affordable range of effective, premium products in line with consumer expectations.