\n\u00cen 1904, Eug\u00e8ne Schueller a absolvit Institutul de Chimie Aplicat\u0103 din Paris (\u00een prezent Chimie ParisTech – n.r.) \u015fi, trei ani mai t\u00e2rziu, a inventat \u00een chiuveta din locuin\u0163a sa prima vopsea chimic\u0103 de p\u0103r, pe care a numit-o Or\u00e9ale. A fost o descoperire important\u0103, \u0163in\u00e2nd cont de faptul c\u0103 \u00een perioada respectiv\u0103 femeile puteau s\u0103 \u00ee\u015fi vopseasc\u0103 p\u0103rul doar \u00een culorile negru sau ro\u015fu, folosind vopsea natural\u0103. Schueller \u015fi-a \u00eenregistrat compania drept Soci\u00e9t\u00e9 Fran\u00e7aise de Teintures Inoffensives pour Cheveux \u015fi a devenit un produc\u0103tor de succes pe m\u0103sur\u0103 ce a reu\u015fit s\u0103-\u015fi introduc\u0103 produsele \u00een saloanele pariziene. Pentru a cre\u015fte popularitatea acestora, a fondat chiar \u015fi o \u015fcoal\u0103 de vopsit p\u0103rul pentru hair-styli\u015fti pe care a supravegheat-o personal. \u00cen octombrie 1909 a ap\u0103rut prima edi\u0163ie a revistei La Coiffure de Paris, publica\u0163ie ce con\u0163inea articole scrise de doctori, scriitori \u015fi chimi\u015fti. Eug\u00e8ne Schueller scria editorialul \u015ftiin\u0163ific al revistei, \u00eens\u0103, dup\u0103 trei ani, a l\u0103sat peni\u0163a \u00een favoarea businessului \u015fi a cump\u0103rat publica\u0163ia.<\/p>\n
\nOdat\u0103 cu \u00eencheierea r\u0103zboiului, vopseaua de p\u0103r Or\u00e9al a c\u00e2\u015ftigat teren \u00een afara grani\u0163elor Fran\u0163ei, intr\u00e2nd pe pie\u0163e precum Italia (1910), Austria (1911), Olanda (1913) \u015fi, mai t\u00e2rziu, chiar \u015fi \u00een Statele Unite ale Americii, Canada \u015fi Brazilia. Schueller a diversificat activitatea companiei \u015fi a \u00eenceput s\u0103 produc\u0103 \u015fi lacuri \u015fi materiale plastice. A pus bazele unei companii \u00een Rusia \u015fi a preluat Savon Savons Fran\u00e7ais, fondat\u0103 \u00een 1920. \u00cen 1927 s-a n\u0103scut fiica sa, Lilian Bettencourt. Pasionat\u0103 de munca tat\u0103lui s\u0103u, ea a fost ucenica lui \u00eenc\u0103 de la 15 ani, c\u00e2nd a \u00eenceput s\u0103 amestece cosmetice \u015fi s\u0103 eticheteze sticle de \u015fampon.<\/p>\n
\n\u00centre anii 1930 \u015fi 1940, staruri de cinema precum Jean Harlow \u015fi Mae West au crescut popularitatea decolorantului de p\u0103r lansat de L\u2019Or\u00e9al, cresc\u00e2nd concomitent \u015fi v\u00e2nz\u0103rile companiei. Schueller a fost at\u00e2t de inovator \u00een practicile sale de marketing, \u00eenc\u00e2t \u00een 1953 a c\u00e2\u015ftigat un Oscar \u00een domeniul publicit\u0103\u0163ii. A lansat revista pentru femei, Votre Beaut\u00e9, \u00een care a promovat Dop, primul \u015fampon f\u0103r\u0103 s\u0103pun destinat maselor.<\/p>\n
\nDup\u0103 1930, Eug\u00e8ne Schueller \u015fi-a direc\u0163ionat talentele \u015fi spre conceperea de evenimente promo\u0163ionale \u015fi noi strategii de advertising. El considera c\u0103 exist\u0103 dou\u0103 tipuri de publicitate: publicit\u00e9 d\u2019attaque (publicitate de atac), creat\u0103 pentru a cre\u015fte interesul, \u015fi publicit\u00e9 de rendement (publicitate de randament), conceput\u0103 pentru a cre\u015fte v\u00e2nz\u0103rile. Printre strategiile sale de publicitate se num\u0103r\u0103 lansarea revistei Votre Beaut\u00e9, creat\u0103 cu scopul de a \u00eencuraja femeile s\u0103 fie mai preocupate de produsele de \u00eengrijire personal\u0103, iar, \u00een 1931, are ideea de a acoperi fa\u0163ada unei cl\u0103diri pariziene cu un anun\u0163 uria\u015f pentru o lo\u0163iune de p\u0103r. Un an mai t\u00e2rziu, odat\u0103 cu \u00eenceputurile publicit\u0103\u0163ii radio, a lansat \u015fi o reclam\u0103 c\u00e2ntat\u0103, nu vorbit\u0103 \u2013 primul \u201ejingle\u201c din istoria radioului.<\/p>\n
\nSchueller a murit \u00een 1957 la v\u00e2rsta de 76 de ani, iar Francis Dalle l-a succedat ca pre\u015fedinte \u015fi CEO. Compania a continuat s\u0103 prospere, cu achizi\u0163ii precum Lanc\u00f4me \u00een 1964, Helena Rubinstein \u00een 1989, Garnier \u00een 1978, Maybelline \u00een 1996, Soft Sheen \u00een 1998 \u015fi Carson \u00een 2000. \u00cen prezent, Liliane Bettencourt, principala ac\u0163ionar\u0103 a L\u2019Or\u00e9al, este a treia femeie din lume ca avere \u015fi cea mai bogat\u0103 din Europa, cu o avere estimat\u0103 la 39,5 miliarde de dolari.<\/p>\n","protected":false},"excerpt":{"rendered":"
Eug\u00e8ne Paul Louis Schueller (20 martie 1881 \u2013 23 august 1957) este fondatorul L\u2019Or\u00e9al, cea mai mare companie din industria cosmeticelor \u015fi a frumuse\u0163ii, cu 70.000 de angaja\u0163i \u015fi care totalizeaz\u0103 afaceri de peste 28 de miliarde de euro.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3826],"tags":[81,192,23794,31737,272,5622,246,200,20197,18888,474,10139,47,161,28902,4999,18688,245,7541,6763,8503,12700],"class_list":["post-117856","post","type-post","status-publish","format-standard","hentry","category-special","tag-afaceri","tag-angajati","tag-august","tag-chimie","tag-companie","tag-cosmetice","tag-crestere","tag-femei","tag-fondator","tag-frumusete","tag-industrie","tag-loreal","tag-lansare","tag-miliarde","tag-par","tag-paris","tag-popularitate","tag-prezenta","tag-produse","tag-publicitate","tag-revista","tag-vopsea"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/117856","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=117856"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/117856\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=117856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=117856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=117856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}