It was a real privilege to attend the 100 Year’s celebration of L’oreal  reently. It was an appreciation journey by L’oreal to the media who had supported them in the past and still do. It was also a journey into the past and the future of L’oreal . Watching videos of past advertisements ,made me realize how big a part L’oreal has played in my life and the lives of most of the people I know. It was nostalgic and touching watching the L’oreal hair gel ad with it’s colour striped background,  tall well gelled hair with even bigger shoulder pads on the models. I remembered that it was the first ever hair gel I used.  Caring for hair was really why Eugene Schueller in 1909, started L’oreal with a  few friends. He wanted to make hair products save for women , which later became a significant symbol for the emancipation of women, especially when he introduced to the world  the breakthrough of hair colorants.

Jean- Francois Couve

Tay Ai Leen

The event started with a note of appreciation by Tay Ai Leen,  L’oreal ’s Communications Director and Jean- Francois Couve, the outgoing Managing Director. But as a socially responsible and socially sensitive company, L’oreal decided that rather than throw a big bash, they would launch their charity project in support of  “100 kids , 100 years ” from the KISS project (Kids in School Scheme) under the Malaysian AIDS Foundation. This is also in conjunction with the L’oreal world over 100 Citizen Projects which is based on three central axes of the Group’s corporate philanthropy activities: eduction, encouraging self esteem and the promotion of scientific research.

Eunice , L’oreal staff sharing her experience meeting some of L’oreal KISS proteges

Datin Paduka Marina Mahathir

Datin Paduka Marina, Tay Ai Leen and Jean-Francois Couve

In Malaysia, the RM150,00 pledged by L’oreal will ensure that 100 kids above the age of 12 years either affected or infected would have a chance for education in the secondary or vocational school. I had not known prior to this that the government stops funding the education and livelihood of children  affected and infected after the age of 12 years. With no earning  ability or financial care from an infected parent, it is quite unfathomable what happens to this children especially with 85,000 HIV positive patients in the country and every year the number increases.As a matter of fact,10 to 15 Malaysians are found to be infected with the virus daily. Datin Paduka Marina Mahathir  the President of Malaysia’s AIDS Council,  who had just returned from an international AIDS meeting , said in her thank you speech , that researches expect to see 1 million new infections over the next 10 years despite all the research work that  is being done. It is still disappointingly high; currently 3 million new cases are seen every year. And AIDS according to an AIDS Foundation member is no longer a disease of druggies and prostitutes. Men and  women in fine suits and expensive cars with big careers are  also carriers;sexual promiscuity is named as one of the main causes.

Simultaneously, assisting children and youth in several countries are (to name a few):

1. Help underprivileged children and youth gain access to education  in Brazil
2. “Touching Colours” helping 100 visually impaired individuals develop independence by teaching them personal beauty habits and techniques in Singapore
3. “Investigation for Better Education” aims to encourage professional placement in underprivileged neighbourhoods in Portugal
4. “Science discovery ” in 10 underprivileged junior high school in Indonesia

L’oreal , a company dedicated to research and to innovation as seen by their various brands like L’oreal Paris, L’oreal Professionel , Vichy, Lancome and the newly acquired The Body Shop. As L’oreal CEO , Jean-Paul Agon says: “Our centenary is an opportunity to affirm our commitment to our vision and values: a robust scientific approach , a constant quest for innovation,; a taste for real challenge; respect for  diversity. And of a deep rooted belief in the valuable role that beauty plays in society.’

Over the years I have to say I have forgotten what L’oreal as a brand stand for. I know it has a huge stable of products, overwhelmingly so, but it had somehowoverwhelmed me and  lost me some.  Last Thursday’s revisit was very timely. Whilst some huge , actually a shocking number of old brands and companies have called it quits recently, L’oreal is still going strong. And I think Eugene Schueller would be proud to see what his vision has done to my hair and self esteem!

Possible related posts...

• Lancome’s Mobile Lash Lab
• Summer lips: quick tip on getting the summer beach look
• Magic wands
• A pale shade of white
• Beauty 101: Latest Celeb Endorsements!