‘Accessible for everyone’: L'Oréal HK champions social responsibility to engage value-driven Gen Z consumers

The firm believes the modern consumer practices ethical consumption, aligning their purchases with their personal values and making choices that contribute to the well-being of society and the planet.

“Our next-generation customer – Gen Z – is a type of self-driver that is value-conscious, digitally empowered and radically inclusive,” ​said Eva Yu, president and managing director of L'Oréal Hong Kong.

This is driving the company to place “social and environmental performance at the centre of our strategy”.​

“We have seen heightened awareness among consumers regarding social and environmental issues. Young consumers are actively seeking brands with a clear purpose and demonstrating commitment to social responsibility and making a positive impact on society,” ​Yu told CosmeticsDesign-Asia.​

For future initiatives, the firm plans to focus more on mental health, a cause that resonates strongly with younger consumers.

“L'Oréal Hong Kong strives to create a supportive and inclusive environment for individuals to openly discuss mental health issues and seek advice if needed. ​The rising concern regarding youth mental health is a press​ing issue that cannot be ignored. We are dedicated to providing support tailored to the needs of young individuals. In the near future, we will be rolling out a campaign on this topic, please stay tuned.”​

Building community

This year, the company combined its previously established internal initiatives, Citizen Day and Family Day, and opened it to the public. This involved brands such as Kiehl’s, La Roche-Posay, and Maybelline New York, which organised activities and workshops.

“This year, we embarked on a new journey by organising L'Oréal Hong Kong​’​s first-ever Community Fair, integrating our long-established annual Citizen Day and Family Day. The event was designed to bring our Diversity, Equity and Inclusion (DE&I) mission and sense of purpose to life and spread happiness to our beneficiaries, colleagues, their families, and the wider public in an interactive way,”​ said Yu.

It partnered with local non-profit organisations, including HandsOn Hong Kong, St. James' Settlement and local schools. The two-day event was well-received, attracting more than 5,000 visitors and reached out to 400 beneficiaries from 12 non-governmental organisations (NGOs).

“We believe strongly in our purpose of creating the beauty that moves the world. Giving back to the community is a core value of L'Oréal Hong Kong, as we believe in the power of making a positive impact beyond our business operations,” ​said Yu.

In addition to the wider group's efforts, each of its brands has individual initiatives to address important social and environmental issues.

“Each brand identifies a specific cause, raises awareness through campaigns, and encourages partners, clients, and consumers to participate,”​ said Yu.

Yu highlighted luxury beauty brand Lancôme’s Write Her Future program, which aims to support and empower women in need through education and learning.

“In Hong Kong, we have run the program since 2022, and it is now entering its third iteration this year. Since the launch, Lancôme has been working with Junior Achievement Hong Kong, a local charitable organization, and has reached more than 10,000 local high school female students with over 4,000 hours through a series of engaging activities.”​

With Maybelline New York, the brand destigmatises anxiety and depression while supporting mental health accessibility with its BRAVE Together initiative.

In Hong Kong, the brand partnered with a youth service organisation the Hong Kong Federation of Youth Groups – Wellness PLUS Complex, experts and influencer Pumpkin Jenn during the community fair to raise youth health awareness and promote well-being.