Thursday, October 15, 2009

L'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. 

3 comments:

Anonymous said...

LOREAL TO DIE A SAD DEATH

Anonymous said...

MONEY MAKERS

Anonymous said...

Respect and I have a dandy give: Where To Learn Home Renovation house renovation before and after

Post a Comment

 

CONGRATULATIONS YOU HAVE CANCER! Copyright © 2009 Cosmetic Girl Designed by Ipietoon | In Collaboration with FIFA
Girl Illustration Copyrighted to Dapino Colada