More than a pretty face

FRANCE: You’re probably familiar with automotive adverts that emphasize the cars’ technology. Now, “the science part” has become central to advertising for another type of product: cosmetics.

In advertisements for L'Oréal, look past the beautiful woman, and the futuristic-looking product, and you'll usually find a text explaining the science behind the cosmetics. The company, based in Paris, spends about about 3.5 per cent of its sales, or €700 million a year, on research.  And, although L'Oréal employs lots of scientists, experiments aren't taking place in the laboratories alone.

L'Oréal’s "evaluation centres" include rooms that have been created to look like bathrooms. Test subjects in various countries are invited to follow their regular routine of hair care and make-up for the researchers. "We ask women to come with their beauty case and we observe," Patricia Pineau, head of communication for research and innovation, told The Guardian.

This type of innovation has resulted in a range of new products tailored to local needs. For example, says Pineau, "A Korean woman uses 23 products and will spend 45 minutes getting ready." Koreans use eye make-up techniques to make their eyes look wider, she adds. The company also tests products using machines that simulate real-life activities or conditions, such as blow-drying hair or strong sunlight and sea water.

Patricia Pineau


"We ask women to come with their beauty case and we observe."

The science part is paying off. L'Oréal's sales are increasing by more than 20 per cent a year in developing economies. But L'Oréal is interested in more than just pretty faces. Because bright minds are needed, the company is cooperating with UNESCO to support a fellowship programme for women in science. Voilà!