L’Oréal USA pledges support to stylists, salon partners during COVID-19 crisis

L’Oréal USA is continuing its efforts to help various communities during the COVID-19 pandemic — this time, by pledging support to stylists and its salon partners.

By launching new community commitments in partnership with the Professional Beauty Association, or PBA, the company is looking to serve both as an advocate and partner for the beauty industry during these times.

“Since the beginning of this unprecedented moment, the safety and well-being of our employees, customers, and partners have been our top priorities. This is a challenging and uncertain time for the professional beauty industry, and we are committed, now more than ever, to our role as its partner and advocate,” David Greenberg, group president of L'Oréal USA's professional products division said. “We will continue to work tirelessly to lessen the impact of this crisis and to aid in our industry's recovery from it.” 

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Starting immediately, L’Oréal USA is launching a multi-tiered support strategy for its stylist and salon partners through an extension of its Gives Back commitment, which was made in addition to the company’s Europe-wide Coronavirus Solidarity Program, and includes a one-million-euro donation to non-profit organizations across Europe.

Other initiatives being taken to protect salon partners include payment relief for all L’Oréal USA salon partners and SalonCentric clients. Salon and stylist customers that had outstanding credit balances will have payments frozen until their business is able to resume, and a payment schedule will be established.

Level Loyalty points that were due to expire in March or April have been extended through the end of May 2020, and all points used to book classes that have been canceled will be returned.

Through its partnership with PBA, stylists will be supported via a $200,000 donation to the Professional Beauty Association COVID-19 Relief Fund, which supports licensed professionals who have been unable to work during the pandemic. The funds are intended to be emergency aid for short-term immediate needs as food and bills. L’Oréal USA will match additional employee donations dollar for dollar up to $25,000.

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Lastly, via a partnership with Product Club, SalonCentric donated one million medical-grade gloves to medical centers across the United States, and L’Oréal Professional Products is donating a supply of more than 100,000 dry shampoos to local crisis response teams and healthcare workers.

“The PBA COVID-19 Relief Fund supports licensed beauty professionals who are experiencing financial hardships during this crisis. L'Oréal USA's support means there are more meals on the table, more bills paid, and more supplies purchased,” Steve Sleeper, PBA's executive director said. “This fund signifies that the beauty industry is rallying, uniting and doing whatever it can to support our own.”