L’Oréal’s Latest Chapter: Branding Careers and Blending Science with Storytelling
Jul/21/2025
On July 18, L’Oréal filed a new U.S. trademark — MY BEAUTY STORY … POWERED BY L’ORÉAL PROFESSIONAL PRODUCTS — signaling a push into career education in cosmetology through digital video content and guidance. This dovetails with the company’s broader shift toward tech-driven innovation and brand storytelling, underpinned by record R&D spending of €1.35 billion in 2024. No longer merely a cosmetics powerhouse, L’Oréal is recasting itself as both educator and experience architect—melding AI, augmented reality, and narrative branding to reshape the beauty consumer’s path. Acquisitions such as Aesop and a stake in Galderma underscore its ambition to dominate across market tiers. Meanwhile, the success of its skincare brand CeraVe, now a $2 billion juggernaut, exemplifies its new formula: blending medical authority with influencer reach and light-hearted, "medutainment" messaging. L’Oréal’s evolving strategy reveals a company as committed to changing perceptions as it is to changing faces. The following visualization presents detailed information about L’Oréal’s latest U.S. trademark application, offering a closer look at how the brand is codifying its career-focused expansion.
