NEW YORK: L'Oreal broadened its CSR efforts nationally and globally to celebrate its centennial and communicate its commitment to philanthropy.
“I think it was important to demonstrate that this is an innovative company that has been a pioneer in the industry for the last 100 years, and also that we're a caring company and we want to be considered a good global corporation,” said Pam Alabaster, SVP of corporate communications and external affairs at L'Oreal.
On June 4, the company marked the anniversary by expanding its annual employee volunteer day - the event had been largely New York-centric - to multiple locations across eight states and over 60 countries with L'Oreal facilities.
The group also announced its “100 citizen projects” initiative, which tasks international L'Oreal communities to launch ongoing philanthropic projects to benefit education, encourage self-esteem, and promote scientific research.
“We felt it was a great opportunity for us, instead of writing a check, to engage our employees,” said Alabaster.
The company hired Allison & Partners to conduct national media relations promoting the centennial event and CSR effort, as well as develop media alerts in markets expecting attendance from public officials, explained Alabaster. The group also worked with Rubenstein Associates on New York media relations.
L'Oreal and its PR partners reached out to beauty bloggers, entertainment shows, and general media, and tapped Andie MacDowell, who had been an exclusive L'Oreal model in the past, to volunteer with employees.
“We worked on outreach on the centenary message, as well as the legacy and history of the company [and its] generosity,” said Alabaster. She explained that the message largely incorporates the story of L'Oreal founder Eugène Schueller, a French chemist initially interested in creating effective hair dye.