L'Oreal is present on 5 markets: colouring capillary, capillary cares, skin cares, make up and perfumes. The brands of the group are numerous and present on all the distribution channels. These brands are place on different niche markets and each brand is complementary in order to satisfy all the market. The aim brands are:
- L'Oréal Professionnel, Redken, Matrix, Kérastase, in hairdressing salons
- L'Oréal Paris, Garnier, Maybelline, Soft-Sheen×Carson in supermarkets or hypermarkets
- Lancôme, Helena Rubinstein, Biotherm, Kiehl's, Shu Uemura, Ralph Lauren Parfums, Giorgio Armani and Cacharel Parfums in luxury market
- Vichy, La Roche-Posay in pharmacies.
L’Oréal has different brands with different prices and cultures. Indeed, L’Oréal has French brands but also American brands with Maybelline New York, Italian brands with Giorgio Armani or Japanese brands with Shu Uemura.
L’Oréal always tries to innovate and devote 3% of its turnover to the research. More than 120 molecule have been created for 30 years by the L’Oréal searchers.