L’Oreal Paris vintage costume jewelry
L’Oreal Paris vintage costume jewelry
Founded in 1909, a perfume and cosmetics company L’Oréal is a world leader in the beauty industry. L’Oreal bijouterie appeared in the 1970s, when the company was headed by the founder’s daughter, Liliane Bettencourt. Having taken over the company at the age of 35, thanks to her business intuition, she provided the company with the world leadership in the cosmetics market. One of the most influential women in the world, philanthropist and socialite, Liliane was a jewelry lover herself.
In fact, most big perfume and cosmetics companies created costume jewelry. The trend of cosmetic companies to create costume jewelry appeared in the middle of 20th century. Perhaps, thanks to the fashion icon Coco Chanel, who convinced the women that bijouterie was more important than expensive jewelry. Traditionally, advertising posters for branded cosmetics include jewelry with the brand’s logos. This idea became especially popular in the 1970s, when the brand’s decorations shone along with cosmetics sold in brand boutiques. Undoubtedly, regular customers were happy to receive a branded lapel pin or a badge as a bonus.
Many jewelry designers collaborated with L’Oreal, and one of them was Arthur Bertrand. Noteworthy, L’Oreal had its own jewelry companies, advertising the brand, among more than two thousand trademarks registered by L’Oreal. In particular, “Color of Hope” jewelry trademark (from 2005 to 2012), and “Azzaro” (from 2014).
L’Oreal Paris vintage costume jewelry
