By the 1920's the company expanded to include shampoo and soaps as well as advertise its products on the radio before any of the competitors of the time. In 1953 the company formed licensee Cosmair to distribute its products to US beauty salons. Cosmair helped them add on perfume and make-up to their inventory and eventually became L'Oreal USA in 2000. The company decided to go public in 1963 unlike its opposition Chanel who has remained privately owned. In 1965 they acquired the upscale French cosmetics maker Lancôme. Lancôme makes up the luxury division of L'Oreal, which also include brands like Ralph Lauren and Giorgio Armani. The Luxury Products Division develops prestigious brands sold in exclusive and selective outlets: department stores, perfumeries, travel retail outlets and the group's own boutiques. Its mission is to offer customers personalized advice and service. The division markets useful products that integrate the latest innovations, and whose high additional value displays the quality of L'Oréal's …show more content…
The cornerstones of the brand are its four key values: caring, innovation, expertise and the "French touch." From its sumptuous fragrances to it high technology skincare and fashion-forward cosmetic lines, Lancôme is synonymous with elegance and chic French style. Lancôme delivers technologically advance skincare, body care, sun care, makeup and beautiful fragrances exclusively through prestige department and specialty stores. Women seeking the finest in beauty look to Lancôme for quality, style and results.