L’Oréal in the United States

Underpinned by the passion and engagement of its teams in a market that has regained momentum, L’Oréal USA has confirmed its leading position in the American beauty market by capitalizing on its trusted brands, innovative products and operational agility. The Group is also expanding its role as a responsible and inclusive leader thanks to a wide range of initiatives aiming to make a positive contribution to communities.

David Greenberg

President, North America Zone & CEO L’Oréal USA

L’Oréal USA is well equipped to continue to grow in the United States, guided by a threefold ambition. First, to meet consumers’ expectations thanks to disruptive innovations and highperformance products. Second, to be a leader in terms of social and environmental responsibility and inclusion. And third, to provide a work environment where every employee enjoys a feeling of belonging and experiences growth and fulfilment.

L’Oréal: agility fuels remarkable performance in the US market

A new focus for a buoyant market

The American beauty market has seen the emergence of three major trends. First, clear consumer interest in increasingly premium and personalized products that boast cutting-edge innovations and irreproachable quality. This trend applies to all brands, categories and distribution channels and is particularly tangible in L’Oréal’s portfolio. The second trend is the return of consumers to brick-and-mortar stores following the e-commerce boom during the pandemic. Lastly, the American logistics ecosystem is recovering nicely from the disruptions caused by the pandemic. Thanks to its agility, resilient business model and employee engagement, L’Oréal successfully rose to all challenges to maintain its growth and strengthen its position as market leader.

  • 20% of sales in e-commerce
  • 6th on Forbes’s top 10 list of the best employers for women

Brands embrace trends

Makeup made a major comeback in the United States in 2022, with iconic products like Fit Me Foundation by Maybelline New York, and the launch of innovative products like Superstay Vinyl Ink longwear lipstick, orchestrated by the Consumer Products Division.
The L’Oréal Dermatological Beauty Division continued to grow rapidly, driven by the success of CeraVe, which consolidated its position in the country and successfully set out to win new markets. The Division welcomed nearly 2,150 dermatologists to its stand at the American Academy of Dermatology’s annual meeting – clear proof of the reach of the Group’s brands, which highlighted their scientific expertise in skincare for all types of skin. It also expanded with the acquisition of Skinbetter Science, an American premium skincare brand recommended by dermatologists and plastic surgeons.
In fine fragrances, L’Oréal Luxe continued to build momentum and strengthen its number one position in the category, ahead of all competitors, thanks in part to global mainstays like Libre by Yves Saint Laurent and Paradoxe by Prada, whose campaigns were headlined by Dua Lipa and Emma Watson, respectively.
The Professional Products Division pursued its digital transformation and the roll-out of its online+offline strategy with the launch of the SalonCentric Marketplace platform for hairstylists.
L’Oréal Paris also actively pursued digital activation, consolidating its reach on TikTok, while events exponent NYX Professional Makeup seized every opportunity to steal the spotlight through initiatives like its Halloween campaign and Twitch drive, targeting the gamer community.

Social and environmental responsibility in action

As a partner to, and participant in Climate Week in New York, L’Oréal enjoyed the opportunity to showcase its commitment to environmental responsibility, most notably via contributions by Alexandra Palt, Chief Corporate Sustainability Officer and CEO of the L’Oréal Fondation, during the opening ceremony. The Group also announced concrete commitments, including a founding investment from the Group and Maybelline New York in the new Small Town Access Fund, launched by The Recycling Partnership. The fund will promote recycling in small American towns and educate nearly 45,000 households. Fourteen projects in nine states will get underway during the first year.

A positive and appealing work environment

L’Oréal USA continues to transform its work environment to make it increasingly attractive, inclusive and in step with employee expectations. The subsidiary is renovating its New York headquarters and has opened new ultra-modern offices in Los Angeles designed to the highest environmental standards. A state-of-the-art new Research & Innovation center in New Jersey will also open next year. Having earned a spot on Forbes’s Top 10 list of the best employers for women in terms of working conditions and work-life balance, the subsidiary is holding fast to its commitments to ensure equality in the workplace, proactively manage careers and retain talent.

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It has also rolled out discussion groups to better understand employees’ expectations and concerns and address them via training sessions, awareness campaigns and individual initiatives.

Among actions to promote high standards of ethical behavior and openness, L’Oréal USA organizes Equity Day, an annual internal event hosted by US CEO David Greenberg to make sure that the promotion of diversity, equity and inclusion remains top of the business agenda.