Kaleidoscope effect

Jewellery kaleidoscope

L’Oreal Paris vintage costume jewelry

L'Oreal Paris vintage costume jewelry

Bear brooch. Gold plated textured metal, rhinestones. 4.5 cm. 1970s. 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).

Black cat vintage brooch made by Egon Von Fustemberg for L'Oreal. Gold plated metal alloy, enamel, rhinestones. 4.7 cm. 1980s

Black cat vintage brooch made by Egon Von Fustemberg for L’Oreal. Gold plated metal alloy, enamel, rhinestones. 4.7 cm. 1980s

Signature

Signature

L’Oreal Paris vintage costume jewelry

Parrot brooch. Gold tone metal alloy, enamel. 8.5 cm. 1970s

Parrot brooch. Gold tone metal alloy, enamel. 8.5 cm. 1970s

Ribbon heart hat pin brooch designed by Artus Bertrand for L'Oreal. 9.5 cm. 1980s

Ribbon heart hat pin brooch designed by Artus Bertrand for L’Oreal. 9.5 cm. 1980s

Round shaped brooch. Gold plated metal alloy, faux pearl, black leather. 3.8 cm. 1980s

Round shaped brooch. Gold plated metal alloy, faux pearl, black leather. 3.8 cm. 1980s

1990s gold plated lapel pin for Perfection collection. 2 cm

1990s gold plated lapel pin for Perfection collection. 2 cm

Modeling lapel pin

Modeling lapel pin of gold tone

1990s badge

1990s badge

1990s badges

Made in 1990s badges

Artus Bertrand for L'Oreal paper tag

Artus Bertrand for L’Oreal paper tag

Aulnay fragnance perfume pin designed by Arthus Bertrand

Aulnay fragnance perfume pin designed by Arthus Bertrand

Cannes Film Festival badge

Cannes Film Festival badge

Signature

Signature

Christmas lapel pin badge. Gold tone metal alloy, enamel. 1991

Christmas lapel pin badge. Gold tone metal alloy, enamel. 1991

Diploma Holder badge. Brass, red enamel. 3.5 cm. 1970s

Diploma Holder badge. Brass, red enamel. 3.5 cm. 1970s

Equa ph advertising badge. Gold tone, enamel

Equa ph advertising badge. Gold tone, enamel

Expert colourist badge. Gold tone, enamel

Expert colourist badge. Gold tone, enamel

Osmose cosmetics badge. 1990s

Osmose cosmetics badge. 1990s

Retro ad

Retro ad

Signature

Signature

Liliane Bettencourt (21 October 1922 – 21 September 2017)

Liliane Bettencourt (21 October 1922 – 21 September 2017)