L’Oréal has been doing business in Brazil for over 60 years now and currently owns 19 brands with a presence in that country—brands like L'Oréal Paris, Maybelline, and Garnier as well as Niely, Colorama, Kerastase, L'Oréal Professionnel, and Cacharel.
Helping care for health care professionals in Brazil during the Coronavirus crisis
“In this unprecedented crisis, it is our responsibility to contribute to the collective effort,” An Verhulst-Santos, L'Oréal Brasil President, says in a media release about the company’s efforts in Brazil.
“Through these actions,” she explains, “we express our recognition, our support and our solidarity towards those who are demonstrating extraordinary courage and selflessness in their efforts to combat the COVID-19 and for vulnerable communities that are the most affected.”
The company is donating what it’s calling alcohol gel (essentially hand sanitizer) as well as personal care products to public hospitals and health professionals working to combat the virus in Brazil. Also, L’Oréal’s La Roche-Posay and CeraVe brands are donating products like hand creams and skin treatments to provide hydration as well as protection and repair of the skin barrier for healthcare pros who, as the release notes, “daily experience the effects of excessive use of masks, as well as the intense drying of the hands skin.”
This latter donation is reminiscent of the company’s efforts in Canada where La Roche-Posay product is also being shared with medical staff, as Cosmetics Design recently reported (though, if the sequence of press releases is any indication, the initiative in Brazil got underway first).
“The distribution of alcohol gel and products will be done through a partnership between L’Oréal Brasil and the Brazilian Society of Dermatology, who mobilized the Health Offices of the states most affected by COVID-19 - Rio de Janeiro, São Paulo, Ceará and the Federal District. The personal care products will be sent to the Dermatologic Services of the affected hospitals, so they can distribute to health professionals.”
Helping Brazilian communities in-need during the Coronavirus crisis
As Verhulst-Santos mentioned, L’Oréal Brasil is also making donations to support vulnerable communities during the virus crisis.
The company is donating personal hygiene products from it’s L'Oréal Paris, Garnier, Niely, L´Oréal Professionnel, and Redken brands. To get the product into the hands of people who need them in both Rio de Janeiro and São Paulo the comany has teamed up with regional organisations.
An initiative called Rio Contra Corona put together by groups including the Instituo Ekloos, Redes da Maré, Casa Amarella, and Casa do Menor will be helping L’Oreal get product to neighborhoods in Rio de Janeiro such as Complexo da Maré, Complexo do Alemão, Morro da Providência, Rocinha, and Cidade de Deus.
In São Paulo, L’Oreal has partnered with two NGOs Gol de Letra and Arca do Saber to get product into neighborhoods known as Vila Prudente, Vila Albertina, and Tucuruvi.
Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. 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. Learn more about how the beauty industry is coming together during the COVID-19 crisis here.