All Of L’Oréal’s Brands Have Committed To Meeting The Sustainable Consumption Challenge
Continuous improvement plans for brands
Since the launch of the Sharing Beauty With All programme in 2013, each brand within the Group has assessed its environmental footprint, analysing its portfolio of formulas and its packaging, in order to create a sustainable innovation plan. The brands identify opportunities for improvement for every product range, and develop a plan of action. In 2019, 89% of the Group’s brands undertook this effort.
Engaged and engaging campaigns
Conscious of the influential capacity of its brands, L’Oréal encourages them to raise awareness and encourage action among its partners, customers and consumers on today’s major social and environmental issues. Each brand must therefore identify a cause of their own and conduct awareness campaigns. In 2018, 57% of brands had carried out this type of activity.
The brands already engaged in awareness efforts have continued their activities. For example, La Roche-Posay continues to act on skin cancer with its Skin Checker campaign. Since 2014, more than 110 million people have taken part to check their beauty spots to help prevent melanomas. L'Oréal Professionnel is also continuing its awareness-raising initiative among hairdressers – its training app to help prevent musculoskeletal issues has been downloaded more than 35,000 times. The Lancôme brand, within its brand purpose activities, is developing its international programme Write Her Future, which fights against illiteracy among young girls, launched in 2018, together with the NGO Care. This programme has supported more than 13,000 beneficiaries to date.
Since 2012, Biotherm’s Water Lovers program has worked to raise awareness on ocean preservation. Partnering with world-class experts and NGOs like Mission Blue, Tara Ocean Foundation and Surfrider Foundation Europe, Water Lovers supports work that preserves at-risk aquatic areas, researches pressing oceanic topics, and educates communities about ocean preservation. Today, Water Lovers encompasses all aspects of Biotherm’s value chain to help promote the circular economy.
Finally, the programme Armani Acqua for Life launched four new infrastructure projects in 2019 to expand access to drinking water in India, China, Kenya and Argentina. Since 2010, 217,000 people worldwide have gained access to drinking water thanks to €9 million invested by the Giorgio Armani brand.
In 2019, L’Oréal continued to pursue its ‘Trions en beauté’ (‘Let’s recycle in beauty’) campaign in France, in order to support consumers in separating their cosmetic product packaging. In this way, 71 L’Oréal brands in France joined the initiative by adding an awareness-raising banner ‘Prenons le soin de trier’ (‘Let’s take care to separate’), along with the dedicated website address trionsenbeaute.fr to all their communications materials, from press releases to social media.The ‘Trions en beauté’ campaigns generated 3.5 million views on social media.
Learn more :
- Men Expert supports Movember
- Understanding consumer expectations
- How sustainable consumption is challenging, a word from Alexandra Palt
- Brands that are ever more committed
- Acqua for Life : Armani brand initiative to provide access to clean water
- L’Oréal Professionnel tackles MSD
- Biotherm and its Water Lovers programme
- La Roche-Posay and the skin checker