L’Oreal launches "Worth It Rewards" program

By Deanna Utroske contact

- Last updated on GMT

image courtesy of L’Oreal
image courtesy of L’Oreal

Related tags: Cosmetics, Breast cancer

Putting a whole new spin on crowd funding and philanthropy, L’Oréal has reimagined corporate social responsibility as consumer social reasonability with its new cross-category rewards / charity giving program.

Tim Coolican, president of L'Oreal Paris USA believes that the new initiative “links L'Oreal Paris' brand purpose with our customers' passion for beauty products.” ​As he expounds in a media announcement issued Tuesday afternoon, “We are excited to offer them more of what they love – more beauty rewards, more exclusive experiences and more opportunities to give back.”

Back to the brand

The new program appears to be a back-to-the-brand loyalty program that lets consumers shop where they like, participate in any retailer promotions they chose, but still have the option of earning points with L’Oréal.

It’s reminiscent of the company’s digital marketing refresh for color cosmetics brand Urban Decay​ in late 2015. The idea then (and now) is to bring consumer focus, trust, and loyalty back onto the company that’s responsible for the brand and products they love.

Business as usual

The company’s new rewards program comes with familiar benefits, like a “welcome package,” ​a “birthday present,” ​and options for “accelerated points promotions and coupons,” ​according to a press release about the new program.

A newer angle for branded rewards program is the option for shoppers to “link…pre-existing, retailer loyalty cards” ​and upload receipts from purchases of L’Oréal product across retailer platforms via the Worth It Rewards site. It’s five points for every dollar spent, explains the press item.

Frequent flyer miles

In much the same way accumulated airline miles can be redeemed for an assortment of rewards, so can the new Worth It Rewards. “Members can seamlessly redeem points on everything from retailer gift cards and magazine subscriptions and consultations with beauty experts,” ​explains the release.

But beyond that the new program also lets consumer donate points to the beauty company’s existing philanthropic initiative. “Consumers to enjoy the beauty in giving back and donate points to the organizations of L'Oreal Paris' Women of Worth honorees.”

Women of Worth is an annual program that “recognizes ten every day women making beautiful difference in their communities.” ​The honorees are volunteers from around the States. And in 2016, recipients of the $10,000 stipend included Sandra Gunn, founder of Leslie’s Week, a program that gives vacation homes to families of women with stage IV metastatic breast cancer; and Carly Yoost, a co-founder of Child Rescue Coalition, a group who’s tech is meant to help police and other officials keep children safe from sexual predators.

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