TODAY’S TRADEARK – L’ORÉAL

L’Oréal, formally known as L’Oréal S.A. is a French person care company headquartered in Clichy, France with a registered office in Paris. The company was founded by Eugene Schueller in 1909. It is the world’s largest cosmetics company and has developed its reach in the field concentrating on hair colour, hair care, skin care, sun protection, perfume and make-up.

L’Oréal S.A. operates through the following segments: Professional Products, Consumer Products, L’Oréal Luxe and Active Cosmetics. Since 1997, L’Oréal has been an official partner of “The Cannes Film Festival”. L’Oréal’s advertising slogan is “Because I’m worth it” introduced in 1973 by the model and stress Joanne Dusseau. In 2009, the slogan was changed to “Because we’re worth it”. The shift to “we” was made to create a secure customer involvement in L’Oréal lifestyle and philosophy. L’Oréal also owns interest in various activities such as finance, health, fine chemicals, advertising, design and insurance.

The trademark of “L’Oréal” was registered in USPTO bearing registration number 0540541 on April 3, 1951.