The commitment of the beauty industry to charity initiatives
How beauty brands are supporting the Coronavirus emergency
G-Club
April 14th, 2020
April 14th, 2020
In a moment of extreme emergency, shared by the entire world population, we are all going through a difficult time. Despite all the negativity, it is important to look for the positive aspects: among these, certainly the commitment of the beauty brands in supporting the Coronavirus emergency with charity initiatives.
From the giants of the industry, to luxury and emerging brands, practically all the protagonists of the beauty world are giving their contribution, through charity initiatives, with fundraisers, but also through the free offer of their most essential products, or the direct production of disinfectants and materials that are useful to medical personnel.
Also smaller and local activities came out on their own to face the emergency: independent make-up artists and nail artists offer free online tutorials, hairdressers deliver coloring kits and do-it-yourself treatments directly at home to their customers, the same for the beauty salons that are sending kits for waxing and depilation.
We collected some concrete examples of the charity initiatives of the key beauty brands. Scroll the gallery to read more.
LVMH
The luxury group LVMH, which also includes the beauty and perfume lines of Dior, Guerlain, Givenchy and Louis Vuitton, has destined some of its cosmetic and perfume production plants to produce hand sanitizer gel. The gels were then distributed free of charge to hospitals and healthcare facilities in France.
Bvlgari also donated thousands of bottles of sanitizing gel to the ICR factory in Lodi, the brand's historic partner in the production of fragrances, with the aim of distributing to the Italian hospitals that are most affected by the emergency.
KERING
The Kering Group, its Italian brands and all those with significant activities in the country will make a donation of 2 million € in total. The funds will go to the country's main health organizations especially located in four areas where the Group and brands are most present, that is, in the regions of Lombardy, Veneto, Tuscany and Lazio.
L'ORÉAL
Another industry-leading group, the L'Oréal Group, has launched its Coronavirus Solidarity Program. What's it about? In the use of their factories for the production of hand sanitizer, in the donation of 1 million euro to its non-profit partner association, to offer essential hygiene kits to social workers and volunteers. In addition, the brands La Roche Posay and Garnier have provided disinfectant free of charge to pharmacies, hospitals and the food distribution sector.
THE ESTÉE LAUDER COMPANIES
The group and its foundation, The Estée Lauder Companies Charitable Foundation (ELCCF), has provided a range of funding starting from $2 million to Doctors Without Borders and from the $ 75 million fund for the establishment of The NYC COVID-19 Response & Impact Fund (NYC Fund against the impact of Covid-19). The fund will provide crucial support (to active non-profit entities) both in basic social services and as cultural organizations in New York communities.
DOUGLAS
The leader beauty retailer Douglas, together with L’Oréal Paris and Garnier, joined forces to concretely support the Municipality of Milan in the charity initiatives during the Covid-19 emergency. The brands choose to contribute to Dispositivo Aiuto Alimentare (to provide food to those in need) through a donation of 3,000 products of primary goods. In addition, discounts and promotions are active on the website, and a phone hotline has been activated to contact the beauty experts directly, to talk about skincare and products or just to place orders.
GLOSSIER
Glossier over the past weeks, donated a huge amount of its products such as lip balms and moisturizers to medical workers. Finally, the brand has also created a new product, the hand cream, and has made a donation of 10,000 creams for social and medical workers.
L'OCCITANE
The French natural beauty brand L'Occitane has sent some of its classic hand creams to hospitals to help eliminate skin problems caused by constant cleaning with alcoholic solutions by nurses and doctors - as well as having also supplied soaps and disinfectant gels.
SISLEY PARIS
Even the giant Sisley Paris wanted to participate in the collective effort to support the healthcare staff currently on the front line and also the people in need. More than 100 thousand masks have been distributed (and new ones have been imported and produced by the brand) in order to make them available to hospitals. In addition, thousands of gowns and hygiene products were distributed to medical institutions close to corporate structures and through the Solidarity Donation platform for associations.
KORFF
Until the end of May, Korff will donate 50 euro-cents for each product sold, belonging to the Lifting, Upgrade and Collagen Regimen collections, and with the purchase of some make-up products like mascara, foundation and eyeliners.
ACQUA DI PARMA
With the #StayHome campaign, Acqua di Parma has decided to donate 100% of the proceeds from its Home Collection, Barber and Personal Care lines to associations that deal with those affected by the disease and vulnerable due to the epidemic.
L'ERBOLARIO
The company based in the Lodi area L'Erbolario, reactivated its production thanks to volunteers, to pack sanitizing gels, and has distributed 38,000 of them among the hospitals and the Red Cross in Lodi and Milan. Other thousands of bottles are intended for medical and governmental associations between Lodi, Brescia and Milan.
MILK MAKEUP
For 24 hours, the cosmetic brand activated a charity initiative that started from its e-commerce: all the profits from the sales on April 10th were donated to the New York City COVID-19 Emergency Relief Fund. In just 24 hours, more than $ 100,000 USD were raised, then targeted to healthcare professionals, key personnel, local businesses, the unemployed and other city residents who are particularly vulnerable to the impact of the coronavirus pandemic.
DAVINES
The brand chose "Gel del Buon Auspicio" as the name for its cleansing gels. The Parma-based company has donated 110thousand to the community and to the voluntary associations followed by the Solidarity Forum, which are operating in the area to support those who need most help.
Similar initiatives, for the production and distribution of disinfectant gels, as well as donations, have been undertaken by other leading brands such as Coty, Pai Skincare, Miller Harris, Estée Lauder, Wycon, Clarins, diego dalla palma, The Body Shop and many others, but also emerging brands such as the manufacturer of sanitary pads Dame, the brand of pad products Face Out, the brand K-beauty Glow Recipe; in short, positive note, the list of brands is basically infinite and this shows us how the whole beauty industry, globally, is proactive and involved in this world emergency situation.
