Cosmetics Special: L'Oreal begins its second century at Shanghai Expo

L'Oreal Group Chairman Sir Lindsay Owen-Jones and CEO Jean-Paul Agon take part in the World Expo opening ceremony today, expressing their wish that the Expo will be a success.

Owen-Jones and Agon will also attend the ribbon-cutting ceremony for the French Pavilion today, along with the French Ambassador to China Herv Ladsous, and Chinese actress and L'Oreal spokesperson Gong Li. Gong Li will go to the brand store of L'Oreal Paris with L'Oreal Group's senior executive delegation for the opening of the store after she is awarded the honor of "Ordre des Arts et des Lettres Medals of the commandeur".

The year 2009 marked the 100th anniversary of the L'Oreal Group and it is the first time in L'Oreal's history that it has joined hands with a World Expo.

Before setting off for Shanghai, Jean-Paul Agon said, "Present in China for the past 13 years, L'Oreal has established itself as a leading player in the cosmetics market, but also as a genuine source of guidance and expertise for Chinese consumers. Our support of this unique event reflects our long-term commitment and investment in China."

He added: "L'Oreal is extremely proud to be a partner of the Shanghai Expo and Pavilion France. This is a wonderful opportunity for L'Oreal to contribute to a great event which showcases China as paving the way for a sustainable future. At L'Oreal, we wish the 2010 Shanghai Expo a memorable success."

It is reported that L'Oreal is the only French corporation to be a sponsor for both the Expo and the French Pavilion.

Ten years ago, Liliane Bettencour, the principal shareholder of L'Oreal and the only child of the founder of L'Oreal, announced that the group will support the Shanghai Expo. She asked her son-in-law to write a letter to the Bureau of International Expositions on her behalf. The letter expressed the support and friendship of an international company, which has been present in China for a long time.

In action

There have been many L'Oreal events as L'Oreal helps the World Expo communicate the ideal of sustainable development to the public. Moreover, another important mission of L'Oreal, the "Envoy of Beauty," is to use its own professionalism to serve the World Expo and call on the public to help promote the event.

In the past months, L'Oreal has been assisting in these efforts. It signed the "Going Commuting" memorandum and bought low-carbon traffic cards.

In the first "Expo City Star" selection initiated by the company, the 100 candidates, chosen due to their efforts in environmentalism and public welfare, won special honors.

L'Oreal has also organized the "World Expo Ceremonial Training Class" to provide ceremonial and makeup training as part of the Expo's ceremonial staff recruitment process.

Its Yue-Sai brand has designed an exclusive look for the Expo's ceremonial girls to highlight the beauty of China. A special product of Yue-Sai will be launched to celebrate the World Expo later.

The couples getting married in the French Pavilion will receive a wedding basket of L'Oreal cosmetics while the group's Lancome brand, which became famous at the 1935 Brussels World Expo, will celebrate its 75th birthday at the French Pavilion.

The L'Oreal group is one hundred years old, and L'Oreal China is now entering its 14th year. Paolo Gasparrini, president of L'Oreal China, said: "As the biggest cosmetics company in the world, L'Oreal is all about beauty. Our mission is to make the world a better and more beautiful place, which naturally and perfectly matches the theme of the Shanghai Expo. The Expo will be a wonderful platform for people around the world to understand more about Shanghai and China, as well as a vehicle for exchanges between China and the rest of the world."

He disclosed more wonderful events would be launched during the Expo.

(China Daily 05/01/2010 page26)