A perfectly made up face may appear to be just the artful application of foundation, mascara and lipstick, but beauty industry experts know there’s a complex amount of science behind every pretty face.

That’s what three leading beauty industry experts from L’Oreal shared in a discussion about “The Science of Beauty.”

Science is at the heart of this multi-million global corporation where scientists across a broad spectrum of fields (chemists, behavioral scientists, etc.)  create, test and analyze new concepts and products and determine how consumers will react to them.

According to Jerome Laday, L’Oreal’s director of talent recruitment, 69 percent of the researchers working in the company’s labs are female and the role of scientists are critical in an industry, which must meet Food and Drug Administration requirement for many of its products.

Laday said research and development team members totally throw themselves into their work, and it’s not uncommon to see researchers in the lab with hair spiked or dyed with in-development products or noticing chemists (men and women) applying test mascara around their eyes to determine how well it can be applied.

Harold Bryant, Ph.D., vice president of research and innovation at L’Oreal, said he previously worked in the pharmaceutical industry, which was extremely structured and regimented.

“Our industry is more fun,” said Bryant. “We create things that make people feel good, look good.”

Equally important as the development and testing of new products is how the public uses these products and whether they will perceive these products as valuable. The firm employs behavioral scientists, psychologists and sociologists to study consumer tastes, motivations and reasoning. In their research, they’ve determined that men and women use products differently. For example, men use less hair and skin products and are generally looking for quick fixes such as three-in-one personal care products. Women are more sophisticated in their selection and use of products, they say.

“It all boils down to understanding the consumer,” said one of L’Oreal’s experts. “What’s driving their habits? What gets them to use the product the way they are using them?”

Crystal Porter, Ph.D., manager of L’Oreal’s Institute for Ethnic Hair and Skin Research, said that one of the challenges in her lab is trying to mimic consumer perceptions to various nuances achieved under controlled conditions in the lab.

Porter said she routinely volunteers to test hair care products under development on her own hair. “We know that hair is not created equal,” noted Porter. “Recently someone asked me ‘Why would you do that?’ It’s really special to immerse yourself before we even do testing.”

Another L’Oreal insider added that input from various segments of the market is one of the reasons that diversity in the workforce is so important to the company.

Porter's description of herself as a polymer chemist who went to engineering school because she “didn’t want to be a lab chemist. That set me up very well to do what I am doing now.”

Laday said that STEM majors are very much in demand in the beauty industry and suggests that those interested in entering the industry do their homework.“Find out what’s important,” said the recruiter. Look at what the company is all about. It’s really about finding your passion. What is it that you really want to do with the rest of your life.”

Laday added that to be successful at L’Oreal requires specific traits.
“You have to be open-minded, constantly innovating,” said Laday. “Every day there’s a new challenge and every day we try to find a solution.”