欧莱雅历史介绍（英文版本）1907----2011

发现***

1907

Eugène Schueller graduates from France’s national chemical engineering school Ecole Nationale Supérieure de Chimie de Paris in 1904 and goes on to create the company that will later become L’Oréal, Société Française des Teintures Inoffensives pour Cheveux, on 30th July 1909. As a young chemist in 1907, Schueller demonstrates his capacity for new ideas by creating his first hair dye formulae under the name Oréal. The dyes are an outstanding breakthrough at the time, providing a subtle range of colours in contrast to other methods on the market. Schueller files for a patent (n°383920) on 24th March 1908. © L'Oréal

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发现***

1909

The first issue of La Coiffure de Paris is published in October 1909, featuring contributions from doctors, writers and chemists. Eugène Schueller is part of the Editorial Team and heads the science column, breaking new ground with an article on hair colouring. Schueller buys the magazine in 1912. © L’Oréal

发现***

1910

Through his determination and ambition, Eugène Schueller succeeds in convincing Paris hair stylists to use his dyes. Schueller is brimming with ideas for the new company and brings in representatives to sell his products throughout France. He also sets up a hair-colouring school on Rue du Louvre in Paris, which he personally oversees, using a former hair stylist from the Russian Court to demonstrate his ideas. Quickly grasping that his success is closely linked to that of hair stylists, he sets out to forge a special bond with the profession, which grows stronger over time. © L’Oréal

发现***

1920

With the war finally over, a new age begins. Around the world, women are working, earning money, growing more concerned about their appearance and seeking ways to prevent grey hairs from revealing their age. L’Oréal hair dyes are a great success, even beyond the borders of France. © L'Oréal

发现***

1925

Schueller continues to innovate in the beauty industry, unveiling L’Oréal d’Or, a groundbreaking hair-lightening product creating golden tints and lending an even more natural look to blond hair. © L'Oréal / DR

发现***

1929

Eugène Schueller is quick to realise the value of one of his first bleaching solutions, claiming: “This little bottle holds a huge industry! One day, millions of brunettes will want to be blonde.” The world of cinema was to prove him right. Hollywood stars, led by Jean Harlow — who headlined in the film “Platinum Blonde” — launched the new trend, with blond seen as the most seductive colour of the time. L’Oréal Blanc bleaching powder was a huge success among top hair stylists, even giving rise to the “Platinum Blonde” club, formed by enthusiastic consumers! © L'Oréal / DR

发现***

1940

L’Oréal is now marketing increasingly sophisticated products and the number of women’s hair salons is booming. Holding onto his firm belief that L’Oréal’s success is tied to that of hair stylists, Eugène Schueller aims to cement a lasting partnership with the profession. Hence the move to set up the Ecole Technique des Arts et de la Coiffure, a school for hair stylists providing technical training, business development assistance, customer-loyalty tips and more. L’Oréal confirms its position as the preferred brand for hair stylists. © L'Oréal

发现***

1945

A certain Coco Chanel gives fresh impetus to the fashion for short hair, held up in curls by a perm. Unfortunately, conventional perms require heating hoods and electric rollers, both of which take up space in the salon and are somewhat uncomfortable for customers. With the launch of Oréol, a “cold perm” featuring an active acid ingredient and a setting lotion, L’Oréal revolutionises the practices of hair salons and offers women far more natural curls. © L'Oréal/DR

发现***

1951

New strides in colouring. No more need to bleach first: the new Imédia Crème D formula lightens and colours hair at the same time, speeding up the whole process. © Harry Meerson for L'Oréal

发现***

1952

L’Oréal creates a new colour service for hair salons with Régé Color direct dying solutions, innovating on two fronts: the new formula allows the dye to sit on the surface of the hair fibre with the colour fading after 6 to 8 shampoos while the fresh retail approach provides products designed for professionals but which are extremely easy to apply, allowing hair stylists to sell the same products to their customers. © Harry Meerson for L'Oréal