L’Oréal is a France based personal care company that focuses on cosmetics, perfume, hair colour, skin care, make-up, and hair care. L’Oreal’s US based corporation (called L’Oreal USA) is an extension of the brand and its goals. Within America, the company has done a tremendous job of expanding its products to include women of color, sporting 40 shades of foundation offerings in a growing field of skin colors.
In an effort to understand and increase market share, L’Oreal USA “maintains a corporate team led by five people who work to establish partnerships with non-government organizations (NGOs) and identify where discrepancies in inclusion lay, and work within the corporation to solicit employee feedback and develop external relationships with non-profit groups to increase its outreach to underrepresented groups.”
The initiative is entitled L’Oréal’s Beauty for All mission, and focuses on “making the brand more accessible through its modernization and ultimately add one billion consumers around the world in the coming years by creating products that meet every type of customer’s beauty needs and desires.”
The mission has already seen progress in particular in female representation at the executive level. “Women represent 33 percent of the executive committee in 2017, an increase from 21 percent in 2010, and female board members increased from 21 percent to 46 percent during the same time.”
In a not so well known piece, the L’Oreal Group is also looking to recruit more men, with the goal of workplace recruiting equal between both men and women by 2020. Currently the total workforce of the company “is 69 percent women in 2017, an increase from 64 percent in 2010.” Having more men at L’Oreal is crucial in its growth creating affinity groups to represent men such as Men’s Think Tank, “which hosts speaking and networking events, shares insights with management, and helps with recruitment.”
A large recruitment effort is currently being developed to increase diversity and inclusion for men and this is a good thing. How this will affect the company remains to be seen, but for a site focusing on diversity and inclusion, we support all types.