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For Beauty’s Biggest Players, Science Is Back in Style

L’Oréal, Coty and other beauty companies are betting on skin care lines with technical-sounding names and lab-concocted ingredients to help them pull out of a pandemic slump.

Brands like L'Oréal Paris are leaning on science-focused marketing to power skin care sales. — Brands like L'Oréal Paris are leaning on science-focused marketing to power skin care sales. L'Oréal.

By

Robert Williams

12 February 2021

BoF PROFESSIONAL

L’Oréal Paris doesn’t just want you to know the hyaluronic acid in its moisturising serum makes wrinkles less visible. It wants you to know that your wrinkles could be precisely 31 percent less visible in a month, according to the copy plastered on billboards across France.

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About the author

Robert Williams

Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

In This Article

Topics

Beauty

Organisations

L'Oréal

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