“Sharing Beauty With All”: Sustainability According to L’Oréal Italia

Abstract

The article highlights the close connection between L’Oréal’s economic success and the fulfilment of its role as a social and environmentally-friendly player. Sustainability has become a strong and constant element in L’Oréal’s identity since the launch of the “Sharing Beauty With All” (SBWA) project. This is a formalised “system” of choices, green policies and socially responsible initiatives resting on four pillars: innovation, production, living and sustainable development.  L’Oréal’s approach to sustainability also involves educating employees, collaborators and consumers in order to disseminate a new way of thinking of products and their consumption: the company aims to increase its cultural footprint, while it endeavours to reduce its environmental one.