5 ways L’Oréal USA is responding to Coronavirus

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (JONGHO SHIN)
© Getty Images \ (JONGHO SHIN)

Related tags L'oréal usa coronavirus CSR

The current global health emergency has changed what day-to-day business looks like in the beauty industry. Like many multinationals, L’Oréal has taken steps worldwide that help address the crisis. And late last week, L’Oréal USA added 5 new measures to that list.

“I know I speak for all of my colleagues when I say that we at L'Oréal USA feel a deep responsibility to do our part to help address this crisis in the many communities in which we live and work,”​ says Stéphane Rinderknech, President and CEO of L'Oréal USA, and Executive Vice President, North America, in a media release about the new initiatives. 

“We stand,”​ he says, “in solidarity with the brave people who are tirelessly and selflessly working to end this pandemic, and it is our hope that, through these actions, we are able to provide some relief during this challenging time.”

1. L’Oréal USA is helping its small business partners during the Coronavirus financial crisis

The beauty maker has amended its billing and payment polices for small businesses that either supply the company or receive product from the company.

According to the recent media release, “L'Oréal USA will freeze the payments of very small and small-sized enterprises in its distribution network, including hair salons, until their businesses resume. Additionally, L'Oréal USA will shorten its payment times for small suppliers who have been most exposed to this economic crisis.”

2. L’Oréal USA is donating masks to local hospitals

Like all beauty manufacturers, L’Oréal has an inventory of personal protective equipment (PPE). And the company has announced plans to donate masks on hand at both its North Little Rock, Arkansas, and Franklin, New Jersey, facilities to local hospitals.

3. L’Oréal USA is manufacturing hand sanitizer

Last week, the company announced that it’s begun producing alcohol-based hand sanitizer that will be given out at no charge to the company’s own employees, partners of L’Oréal USA, and to healthcare professionals as well.

4. L’Oréal USA is donating personal care products to Feed the Children

The beauty makers’ COVID-19 response here in the US includes a donation of personal care and hygiene products (valued at over $1m) to Feed the Children, a decades old non-profit dedicated to ending childhood hunger.

According to the organization’s own website, Feed the Children provides “food, education initiatives, essentials and disaster response as we help children and their families be independent and self-reliant. Currently, we work in all 50 states, the District of Columbia and in 10 countries around the world.”

5. L’Oréal USA is raising funds for Feeding America

The company has announced that it will donate $250,000 to Feeding America, “to provide emergency support for their COVID-19 Response Fund and help relieve food-insecure families across America,” ​according to the media release. (Feeding America is a non-profit network of over 200 food banks around the US.)

And L’Oréal USA will donate up to an additional $25,000 in a dollar-for-dollar matching campaign, encouraging employees to donate to the same cause as well.



Deanna Utroske is known within the global personal care and cosmetics industry for her authentic and engaging editorial voice.​ As Editor of CosmeticsDesign.com, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders. Find out more on the industry’s latest responses and resilience in the face of COVID-19 in this recent #duviews video.​ 

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