L’Oréal sees sustainable development as an innovation opportunity
In 2013 the French firm announced its commitment to transform its sustainability footprint by 2020 whilst at the same time, looking to achieve its business ambitions and reach a billion new consumers.
And so the ‘Sharing Beauty With All’ concept was created and now Laurent Attal, Executive Vice-President Research and Innovation, believes there is more to come with exciting developments in the company’s research centres.
“Sustainable Development is an incredible opportunity and source of inspiration for Research and Innovation,” says Attal. “Particularly since L’Oréal has committed to ensuring 100% of its products have a positive environmental or social impact by 2020.”
“Another challenge is connected cosmetics. Within our connected beauty incubator, cosmetic research and digital innovations work hand in hand. This is the beginning of personalisation, and an important segment for the future.”
The group’s beauty incubator responds to the needs expressed by consumers by offering greater customisation and interaction with their brand, based on the insight that beauty is one of the most Googled topics in the world (about 4 billion searches a year), according to L’Oréal.
Addressing expectations
When it comes to addressing the diverse range of beauty expectations found throughout the world, Attal says that the cosmetics manufacturer has defined regions that bring consumers together on the basis of their expectations, skin and hair types, and beauty routines, as well as cultural and climatic conditions.
He says that these strategic regions are covered by the company’s global centres in Europe as well as by its five regional innovation hubs, located in the United States, Brazil, India, China and Japan.
“This multi-polar organisation, in which the consumer plays an important part, allows us to continue to deliver the very best in quality, efficacy and safety,” says Attal.
“L’Oréal has always prioritised Research,” he continues. “Our goal is to translate scientific discoveries into beauty products that are successful worldwide.”
In order to do so, L’Oréal has developed an integrated innovation model that is both inventive and interactive.
“It covers every stage of Research from scientific knowledge through to the market; it is underpinned by scientific discovery and technological advances; and it benefits from constant interaction between scientists and consumers, laboratories and marketing departments,” adds Attal.
