It was in the year 1909 that Eugène Schueller founded the Société Française des Teintures Inoffensives Pour Cheveux, under the name of L’Auréale. A brand that the world would become familiar with as L’Oréal.
To celebrate 110 years of the brand, the splendid setting of the Carrousel du Louvre has been chosen, where on the evenings of Sunday, March 24 more than 2,000 hair artists gathered from more than 40 countries, and met with throngs of prestigious special guests, including international brand spokesperson Alexa Chung.
The evening was kicked off by a keynote speech by Nathalie Roos, President L’Oréal Professional Products Division, followed by Marion Brunet, International General Manager L’Oréal Professionnel, who emphasized the brand’s continued commitment to research and the development of techniques and coloring products – a theme dear to the brand and its founder, who at the age of 26 had already understood the importance of color and envisioning hair color as the future of the market.
Some of the highlights of these 110 years were remembered by iconic launches, like that of Majirel, INOA now celebrating its 10th anniversary, and the latest addition to the “family” – Botanea. Not to mention digital, with the brand paying attention to the new Style My Hair PRO app, which offers the possibility of a simple colour consultation that makes it possible to test, thanks to a 3D make-over, all the potential live and in-motion colours. The same app also makes it possible for hairdressers to access the entire portfolio L’Oréal Professionnel with more than 560 nuances.
The L’Oréal philosophy when it comes to color was presented with the runway show La French, Art of Hair Coloring: backstage, six hairdressers of international renown Odile Gilbert, John Nollet, Anh Co Tran, Adir Abergel, Godhands Joe and Khun Gong– created the looks of 42 models: a fashion show presented to the audience to celebrate Paris and the chic spirit at the base of the brand’s philosophy, all divided into four acts: Paris Paris, Paris Rive Gauche, Paris Rive Droite and the grand finale with Paris Palace.
Those invited also enjoyed the musical gifts of the singer Juliette Armanet with her piano and Hollysiz, once again on the stage at the final celebration and joined by DJ Kiddy Smile. The festivities then continued with a night of dancing and live performances by DJ Kiddy Smile and Ofenbach.