Thursday, October 15, 2009
L'Oreal brand portfolio
L'Oreal boasts a large brand portfolio, which includes the likes of Garnier, L’Oreal Paris, Diesel, Kerastase, Cacharel, Biotherm, Kreaskin Esthetics, Lancome, L’Oreal Professional, Redken, The Body Shop, Ysl Beaute, Vichy and Skinceuticals to name a few.
Drop Lifting Process
The insight/problem that my activation (drop lifting) speaks to, is that while L’Oreal supports ovarian and breast cancer causes their own products contains cancer causing chemicals, and even cause skin allergies and organ toxicity .
L’Oreal’s association with animal testing, misleading product claims and lack of transparency has shadowed its attempts to come across as being educational, environmentally friendly and concerned for the people. With so many products and so many users, I feel that the shortcomings of L'Oreal need to be exposed to its users. Good health and well being is what matters to L'Oreal consumers so it is thus important for them to be informed about these shortcomings.
In an attempt to reach L'Oreal consumers,breast and ovarian cancer ribbons were drop lifted onto L'Oreal products. A small pin, which held the ribbon together had double sided tape on it, which allowed for drop lifting onto L'Oreal products. These cancer ribbons are a strong visual symbol and the message printed on the ribbons exposed irony, as at first glance consumers of L'Oreal products will think that the cancer ribbons signify L’Oreal’s support to the cause, once one reads the print on the ribbons they will become aware of the contradictory message.
Since this activation is guerilla in nature, the message had to be of a similar nature. The message printed on the ribbons goes as follows:
Congratulations, you have cancer! Are you worth it? Find out more on www.congratsyouhavecancer.blogspot.com
If you missed out on the process,here are some clips which capture the activation.
L'Oreal products contain cancer causing chemicals
The Environmental Working Group (EWG) Skin-deep analysis in an online database set up by the Campaign for safe cosmetics in an attempt to educate consumers and fill gaps that prevail in the cosmetic industry. Not only can viewers search for safer products but, ‘ this searchable database matches the ingredients in more than 25,000 shampoos, makeup, de
odorants, sunscreens and other personal care products with 50 toxicity and regulatory databases. That makes for the most safety information anywhere about the products you put on your body’ www.cosmeticsdatabase.com
When analyzing L'Oreal it becomes evident that they use ingredients that cause ‘cancer, development/reproductive toxicity, violations, restrictions
and warnings, allergies/immunotoxicity’ as mentioned in t
he below image.
One can find out more on the specific ingredients and haards of a particular L'Oreal product on www.cosmeticsdatabase.com
Phthalates evident in L'Oreal producs
Phthalates, an oily substance that is usually added to products to make them more transparent or flexible, and which is seen as causing reproductive and skin defects has been found in L'Oreal products. Here is a brief summary from the case study however to find out morevisit http://www.safecosmetics.org/article.php?list=type&type=33
Lead found in L'Oreal lipsticks
Lead, the heavy metal that contains elements linked to learning impairments, brain damage, anemia, reduced fertility and menstrual irregularities was found in L’Oreal Colour Riche “True Red” lipstick and “Classic Wine” lipstick. To find out more about this please check out
http://www.safecosmetics.org/article.php?list=type&type=33L'Oreal and Corporate Social Responsibility (CSR)
CSR, as defined by David Gogal is defied ‘concern for the environment, human rights, community development and the welfare of employees,’ it helps brands ‘gain a competitive advantage by appealing to the growing numbers of socially and environmentally oriented consumers, investors and employees.’
This competitive advantage may also result in high brand equity (ie: the totality of what all stakeholders think and feel about a brand, it is the associations that stakeholders have with the brand that can either be positive or negative). There are however companies who look at CSR on a superficial level, using the concept as a marketing stunt to create positive associations for a brand. Examples of CSR include Johnson and Johnson’s ‘safe kids’ campaign, Woolworth’s ‘My school’ and more recently their ‘My village’ and ‘my planet’ initiatives, and Nedbanks ‘children affinity’ and ‘sport affinity’ initiatives, to name a few.
Cause related marketing (CRM) is seen as a form of CSR, whereby a brand/business will link to a charity or good cause, and their partnership will be mutually beneficial.
L’Oreal makes use of cause related marketing. “Colour of Hope” is L’Oreal’s annual edition of make up and jewellery from which they have decided to donate $5 from each cosmetic product purchased to the Ovarian Cancer Research Fund.
L’Oreal, whose product users consist mainly of women, show their ‘adamant’ support towards breast cancer and ovarian cancer. L’Oreal has taken ‘active’ steps to educate women on ovarian cancer. The L’Oreal “Women in Science” programme, acknowledges leading research on such illnesses conducted by women worldwide who act as “role models” for society .
The L'Oreal Corporate Foundation, which can be viewed on the L'Oreal webiste aims to 'encourage education,' 'promote scientific research,' and 'help vulnerable people.' These aims are however questionable with L'Oreals decision not to sign the 'Compact for safe cosmetics' which is an initiative that aims to protect the health and well being of individuals by helping to eliminate toxic chemicals in products which are ‘linked to cancer, birth defects and other health problems.’ www.campaignforsafecosmetics.com
The campaign for safe cosmetics sent a letter to L’Oreal in 2004 pleading with them to put a stop to creating products that contain harmful chemicals that are linked to ‘cancer and birth defects.’ L’Oreal responded to the letter and agreed to ‘globally reformulate their products to meet European Union safety standards, which ban many of the most toxic chemicals from personal care products’ www.campaignforsafecosmetics.com. However, even three years later, and more so even up until 5 years later L’Oreal has still not even become a member of the compact for safe cosmetics.
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