MEXICO: With an investment of more than $100 million, L’Oréal has opened a second plant in Mexico, which the beauty giant contends is the largest hair color production plant in the world in terms of production capacity. The new factory will double the production capacity in Mexico, and will supply both Latin America and North America.
Focusing entirely on hair color products, the 32,000-square meter facility is located in the “Logistik II” Industrial Park, in Villa de Reyes, State of San Luis Potosí. L’Oréal’s other production plant is located in Mexico City.
In line with the group’s ambition to reach one billion new consumers in the next 10 years, this new factory is also a part of L’Oréal’s global strategy toward greater specialization of its production by business segment.
The plant in San Luis Potosí started operations in April 2012, with a targeted production of over 100 million units in 2013, and over 210 million in 2014—for a total production of 400 million cosmetics units in the country (including the Mexico City plant). It currently manufactures hair color products for L’Oréal Paris, Garnier, SoftSheen Carson and, beginning this year, for L’Oréal Professionnel.