L'Oréal Brandstorm

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Download the mission document below!

Discover the Luxe Division at L'Oréal

Today, L’Oréal Luxe is the global leader in the luxury beauty market. As such, the Division has a great responsibility to think ahead, driving change and innovation for the industry.

L'Oréal Luxe unique Culture : La Culture de l’Écart The ‘twist culture’. It’s the division's signature, a unique savoir-faire, a secret sauce. It is what drives L'Oréal Luxe to always stay ahead, to think differently, to strive for what’s never been done before and to always search for the twist, the disruption, the extraordinary.

With 27 iconic brands, the Luxe Division is on a constant quest to push the boundaries and craft the very best in luxury beauty.

Discover more in the Twist Culture documentary series.

L’Oréal Luxe Recent Fragrance Launches

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LEARN MORE BY EXPLORING YOUR PLAYING FIELDS

PRODUCT CRAFTMANSHIP

Dive into the evolving world of luxury scents by challenging conventional fragrance norms and identifying sophisticated unmet desires, enabling the creation of unparalleled products that truly transcend mere scent.

Product Craftmanship is at the core of our Fragrance savoir-faire: an obsession with hyper quality and hyper creativity. It can be found in the fragrance juice creation itself, by offering new accords, using the most qualitative & surprising ingredients.

It is also about designing state of the art packaging. Of course, fragrance bottles but also new ways of experiencing fragrance: solid, creams, mists, etc... And, to lead a shift in consumptions in the industry, by offering sustainable options, like refillable bottles or the refill fountain.

TECH & SCIENCE

Harness the power of cutting-edge technology and scientific advancements across the entire luxury fragrance value chain—from extraction and creation to augmented consumer journeys.

Think personalized products and experiences, smart and connected devices, and seamless omnichannel beauty journeys—an entire ecosystem of possibilities awaits passionate people eager to make their mark.

Imagine a world where technology delivers tailor-made beauty and tech solutions that allow everyone to express their true self with confidence. Harness the power of data, digital tools, virtual reality, and GenAI and propose truly innovative ideas that shatter expectations, answer consumer unique needs, and unlock new possibilities of self-expression.

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TRANSFORMATIVE EXPERIENCE

Luxury fragrance is not only about developing exquisite, ethically sourced olfactive creation encased in desirable, sustainable, refillable packaging that elevates both aesthetic and performance, but also pushing beyond traditional perfumery to design immersive consumer journeys.

To stand out in the ultra-crowded fragrance industry, and stay number one, it is key to innovate and be obsessed by the way your consumers are going to experience your fragrances, and encounter your scents, bottle, consistently online & offline. Through captivating storytelling, multi-sensory retail environments, and engaging digital content, the aim is to evoke profound emotion, create lasting sensorial impressions, and ultimately build an unparalleled luxury lifestyle experience that fosters deep connection and enduring brand loyalty. It’s also about creating e-commerce services & solutions and engaging immersive digital content that resonates with consumers across every touchpoint to capture their attention and fuel their desire.

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ADVOCACY & COMMUNITIES

In order to drive interest and resonate with your consumers, you need advocates: creators, influencers, ambassadors, and communities, who will talk about your creations, and make them stand out. In Fragrance especially, where #fragrancetok drives what’s in, what’s out, defining the new fragrance trends for each seasons, and sometimes even repushing icons. It is key to think about how we interact with the community of fragrance connoisseurs and influencers, to ensure we are relevant to them and their audience, but also, making them feel included. A great recent example of how to connect with communities, and foster them is the new Miu Miu Miutine Launch. The brand sent over a very special seeding box, including a mini miu miu mic, and Miutine questions to answer. The seeding kit quickly went viral on TikTok, Instagram & even LinkedIn.

Finally, Luxury brands must move at the speed of culture, in order to be timeless, & timely.

Not only by working with the right global and local ambassadors, like Dua Lipa for YSL Beauty, Tom Holland for Prada Beauty, Usher for Ralph Lauren or Olivia Rodrigo for Lancôme, but also through having a role in shaping culture, like Armani Beauty, its ties to cinema by sponsoring many film festivals, including the Venise Film Festival, where the brand has its own award, and gathered many talents from the industry, this year, the Giorgio Armani Cinema Club, fostering exchange and conversations about cinema.