L’Oréal USA COVID-19 Response: $200K Donation & More
With more than 110 years of professional beauty heritage, the beauty brand leader is committed to supporting stylists and salon partners and has implemented a multi-tiered support plan for the industry’s small business owners. This commitment is an extension of the L’Oréal USA Gives Back commitment, announced in March 2020 and made in addition to L’Oréal’s Europe-wide Coronavirus Solidarity Program, which includes a one-million euro donation to non-profit organizations across Europe. This initiative includes payment relief for L’Oréal USA Salon Partners & SalonCentric Clients and LEVEL Loyalty Rewards Extension till the end of May 2020.
“Since the beginning of this unprecedented moment, the safety and well-being of our employees, customers, and partners have been our top priorities. This is a challenging and uncertain time for the professional beauty industry, and we are committed, now more than ever, to our role as its partner and advocate. We will continue to work tirelessly to lessen the impact of this crisis and to aid in our industry’s recovery from it,” said David Greenberg, Group President of L’Oréal USA’s Professional Products Division.
L’Oréal USA has also partnered with the Professional Beauty Association (PBA) to expand its community relief and recovery initiative. The company has made a $200,000 donation to the PBA’s COVID-19 Relief Fund, which supports licensed professionals who are unable to work due to COVID-19. The funding is intended to be emergency aid for short-term immediate needs such as food and bills. L’Oréal USA will match additional employee donations to the Relief Fund dollar for dollar up to $25,000. Through a partnership with Product Club, L’Oréal USA’s SalonCentric also donated 1 million medical-grade gloves to medical centres throughout the U.S. To alleviate daily hygiene needs, L’Oréal USA Professional Products is donating a supply of over 100,000 dry shampoos to local crisis response teams and healthcare workers.
“The PBA COVID-19 Relief Fund supports licensed beauty professionals who are experiencing financial hardships during this crisis. L’Oréal USA’s support means there are more meals on the table, more bills paid, and more supplies purchased,” said Steve Sleeper, PBA’s Executive Director. “This fund signifies that the beauty industry is rallying, uniting and doing whatever it can to support our own.”