L’Oréal USA expands its neighborhood reduction and restoration initiative
L’Oréal USA is committed to supporting stylists and salon partners during the COVID 19 crisis
Beauty company, L’Oréal USA has deepened its response to the COVID 19 crisis and made new commitments in collaboration with the EU Professional Beauty Association (PBA)that support entrepreneurs and small businesses in the heart of the professional beauty industry. With more than 110 years of professional beauty heritage, L’Oréal is committed to partnering and advocating the industry.
According to March 2020 research conducted by Kline & CompanyThe COVID-19 crisis will affect the professional beauty business much like the hotel industry. Kline points to the potential for a significant reduction in salon numbers, with companies likely to reopen in the third quarter, but with a potential unemployment rate of 5 to 15%.
L’Oréal USA is now implementing a multi-level support strategy for its stylists and salon partners. This pledge is an extension of L’Oréal USA Gives Back’s pledge, announced in March 2020, in addition to L’Oréal’s Europe-wide coronavirus solidarity program, which includes a $ 1 million donation to charities across Europe.
This initiative includes a payment relief for L’Oréal United States of America Salon partner and SalonCentric Customers. Salon and stylist customers with outstanding balances have frozen their payments until business resumes. At this point, a payment schedule is created. Level loyalty points that expire in March or April have been extended to the end May 2020. All points used to book classes that have since been canceled will be returned.
In addition, L’Oréal USA Professional Products Division is donating $ 200,000 / £ 162,160 to the Professional Beauty Association’s COVID-19 Aid Fund, which supports licensed professionals who are unable to work due to COVID-19. The funding is intended to serve as emergency aid for short-term immediate needs such as food and bills. L’Oréal USA will match additional employee donations for up to $ 25,000 / £ 20,270 to the Aid Fund dollar.
Through a partnership with product society, SalonCentric donated 1 million medical gloves to medical centers in the United States to meet daily hygiene needs. L’Oréal USA Professional Products donates over 100,000 dry shampoos to local crisis response teams and healthcare professionals.
“Since the beginning of this unprecedented moment, the safety and well-being of our employees, customers and partners have been a top priority. This is a challenging and uncertain time for the professional beauty industry, and we feel more committed than ever to our role as a partner and lawyer. We will continue to work tirelessly to reduce the impact of this crisis and support the recovery of our industry, ”said David Greenberg, Group President of L’Oréal USA’s Professional Products Division.
“The PBA COVID-19 Relief Fund supports licensed beauty professionals who are experiencing financial difficulties during this crisis. L’Oréal USA’s support means more meals are on the table, more bills are paid, and more supplies are bought, ”said Steve Sleeper, executive director of PBA. "This fund means that the beauty industry unites, unites and does everything to support our own."