Eugène Schueller is quick to realize the value of one of his first bleaching solutions, claiming: “This little bottle holds a huge industry! One day, millions of brunettes will want to be blonde.” The world of cinema was to prove him right. Hollywood stars, led by Jean Harlow — who headlined in the film “Platinum Blonde” — launched the new trend, with blonde seen as the most seductive color of the time. L’Oréal Blanc bleaching powder was a huge success among top hair stylists, even giving rise to the “Platinum Blonde” club, formed by enthusiastic consumers! © L'Oréal / DR