He built up one of the top multi-brand groups in the consumer products industry by acquiring such prestigious brands as Lancôme (1964), Garnier (1965), Biotherm (1970), and Vichy. He also created and built from scratch such now well-known brands as Kerastase for sales through hairdressing salons. Finally he signed licensing agreements with premier designers and brands like Guy Laroche (1966) or Cacharel.
He was on the lookout for outlets for his brands across the whole world. He deployed them throughout all of his European subsidiaries. Furthermore he signed distribution agreements in the principal markets of the world firstly in the US where he was chief executive in 1953 and then in Japan in 1963. Agents were also recruited to represent the brands in many countries and subsidiaries created especially in Latin America.
His passion for the world of business led him to always encourage dialogue in industrial relations and in his dealings with people, whether inside L'Oréal or in one or other of the Associations he set up: Entreprise et Progrès or Institut de l'Entreprise. His desire to improve the level of education of all his staff moved him to set up the Centre for Documentation and Continuing Education (CEDEP) and the Centre for Applied Literary and Scientific Studies (CELSA).
L'Oréal is the most international of all cosmetics groups. With 42 plants worldwide, more than 14,000 employees in manufacturing sites and over 3,9 billion units produced, the industrial organisation of L'Oréal is a dynamic contributor to the group's growth with a key role in ensuring sustainable development.
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