19

How marketing changes at the time of CSR at L’Oréal

In Action

R.A.W: a new range with outstanding environmental credentials

For almost two years, Daniel Bethelmy-Rada, Global Brand President for Matrix / Biolage, a US professional hair care brand, has been working to create R.A.W, the brand’s new wholesome, all-natural and authentic range. A few months after the US launch, he talks us through the project’s origins and the challenges that he and his teams had to overcome.

Perspective

The secrets to green marketing

Marketing guru and co-founder of a successful communication agency, Solitaire Townsend has been helping businesses communicate around sustainability strategies for two decades. She tells us why companies must have a proper command of corporate social responsibility (CSR) issues and shares some of the secrets to effective green marketing.

Strategy

How sustainability is reshaping the work of L’Oréal’s brands

The Sharing Beauty With All sustainability programme created in 2013 has set engagement and responsibility goals for L’Oréal to meet by 2020. Charlotte de Tilly, Deputy Head of Corporate Social Responsibility (CSR) at L’Oréal, explains how the Group and its brands are taking on these new issues.