THE WHAT? L’Oréal USA has announced an extension to its recently announced L’Oréal USA Gives Back initiative, with the launch of new community commitments in partnership with the Professional Beauty Association (PBA).
THE DETAILS The new initiative aims to ‘provide support to the entrepreneurs and small businesses at the heart of the professional beauty industry’, with L’Oréal implementing a multi-tiered support strategy for its stylist and salon partners with immediate effect.
Measures to protect salon partners include payment relief for L’Oréal USA salon partners and SalonCentric clients, with outstanding credit balances having payments frozen until businesses resume, with a payment schedule then established.
The company has also announced the LEVEL Loyalty Rewards Extension, allowing loyalty points due to expire to be extended until the end of May 2020.
Other actions include a $200,000 donation to the PBA COVID-19 Relief Fund, and charitable product donations, including medical-grade gloves and dry shampoo.
THE WHY? Discussing the company’s commitment and support for its industry during the crisis, David Greenberg, Group President of L’Oréal USA’s Professional Products Division, said, “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.”