L’Oréal studies hormonal cycles together with Clue app
How do hormonal cycles affect women's skin? This is one of the questions that world beauty giant L'Oréal is keen to answer by forging a partnership with Clue, an app that tracks menstrual cycles.
Clue was created by Ida Tin and Hans Raffauf in 2012. It has more than 12 million users from 190 countries, a database that will enable L'Oréal to boost its connected beauty projects and, above all, enrich the group's knowledge on the links between skin health and hormonal cycles.
Periods have long remained a subject cached within women’s most intimate sphere, and of little interest to brands, but a market is beginning to emerge around them. Menstrual underwear is a booming segment, and the cosmetics industry too is looking closely at women’s hormonal cycles and their specificities. Two years ago, skincare brand Typology launched Woman, a line of four serums, each of which was designed to meet the needs of the four weeks in the menstrual cycle. A blossoming market, which L’Oréal is now entering with all its fire-power as the world’s number one cosmetics group.
Clue will collaborate with the L’Oréal group’s active cosmetics division “to develop scientifically informed content on hormonal cycles and skin, which will add to the literature available on Clue’s Helloclue.com,” said L'Oréal in a press release.
“Our goal is to develop the best personalized skincare routines for people of all ages, from their early periods to menopause, taking into account their skin health, as well as their aspirations for beauty and well-being,” said Barbara Lavernos, deputy general manager for research, innovation and technology at L'Oréal.
In the first six months of the year, L'Oréal's sales increased by 16% to €15.2 billion, surpassing the group’s pre-Covid-19 levels.
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