L'Oreal trademarks: expansion into trademark classes, 1970–2025
Video: how L'Oreal extended its South African trademarks into new classes from 1970 to 2025 – from cosmetics & cleaning, pharmaceuticals, clothing into new fields. 27 of 45 classes, 2,018 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- Before 1970, L'Oreal already used 3 classes, including class 3 cosmetics & cleaning, class 25 clothing, class 5 pharmaceuticals.
- 1971: L'Oreal moves into class 9 electronics & software; class 14 jewellery & watches; class 18 leather & bags.
- 1972: L'Oreal moves into class 42 tech & IT services.
- 1976: L'Oreal moves into class 21 kitchenware; class 26 haberdashery.
- 1984: L'Oreal moves into class 16 paper & print.
- 1986: L'Oreal moves into class 34 tobacco.
- 1988: L'Oreal moves into class 10 medical devices.
- 1989: L'Oreal moves into class 30 coffee, flour & sweets.
- 1991: L'Oreal moves into class 8 hand tools; class 11 lighting & appliances; class 20 furniture; class 22 ropes & tents.
- 1995: L'Oreal moves into class 4 oils & fuels.
- 1996: L'Oreal moves into class 1 chemicals.
- 2002: L'Oreal moves into class 41 education & entertainment.
- 2004: L'Oreal moves into class 44 medical & beauty care.
- 2006: L'Oreal moves into class 29 meat, dairy & oils.
- 2012: L'Oreal moves into class 35 advertising & retail.
- 2016: L'Oreal moves into class 45 legal & security.
- 2018: L'Oreal moves into class 24 textiles; class 28 toys & sports goods.
- 2022: L'Oreal moves into class 36 finance & insurance.
- By 2025, L'Oreal had trademarks in 27 of the 45 classes.