What was the initial impact of the full-scale Russian invasion on the work of L’Oréal in Ukraine?
The full-scale Russian invasion profoundly impacted every aspect of our operations in Ukraine. Our immediate concern was the safety of our employees, so we swiftly relocated nearly 500 team members and their families, providing ongoing financial and other support, which continues to this day. We maintained our full workforce and salary levels. Beyond supporting our team, L’Oréal Group provided EUR 5 million in humanitarian aid, and L’Oréal Ukraine has delivered over one million essential hygiene products to Ukrainians in need since the war began. We’ve had to adapt quickly, adjusting our strategies, staying committed to Ukraine and the Ukrainian people.
How have you developed your main focuses and priorities since February 2022 in response to the new wartime realities in Ukraine?
Since February 2022, we’ve been guided by three priorities: ensuring our team’s safety, serving our consumers, and standing in solidarity with the Ukrainian people, particularly women. On top of our focus on relocating the L’Oréal Ukraine team, we have adapted our communication strategies to address evolving consumer needs with sensitivity and relevance.
Critically, we have expanded our solidarity actions. These include the For Women in Science (FWIS) program. Now in its sixth season, this initiative continues to encourage Ukrainian women in STEM (science, technology, engineering, and mathematics). Our Beauty for a Better Life training program delivers free, high quality vocational beauty training to women facing difficult life situations, with a special focus on internally displaced people.
Run in partnership with the Unbroken NGO, our (Not) the Time for Beauty program has been particularly impactful by providing treatment for war-related trauma. The L’Oréal Paris Women’s Entrepreneurship Support Program is now in its second season and supports women entrepreneurs in Ukraine, encouraging them to follow their dreams and implement their projects. Meanwhile, the Garnier Solar Panels Project is aimed at equipping Ukrainian hospitals with solar panels. We remain committed to adapting our business to support Ukraine’s resilience now and in the future.
How has the Ukrainian cosmetics market evolved during your 20 years in Ukraine, and in particular since the start of the full-scale invasion?
The fundamental need for beauty in Ukraine hasn’t changed over the past 20 years; it reflects our enduring desire for self-expression and confidence. What has evolved is consumer sophistication. Today, Ukrainians seek personalized experiences. There is a shift in attitudes from ‘beauty for all’ to ‘beauty for each’, as well as growing expectations that brands are dedicated to sustainability and social responsibility.
The war has further emphasized the importance of resilience and finding beauty in everyday moments. Beauty acts as both a balm and a shield in times of hardship, offering solace, confidence, and inner strength. At L’Oréal, we’re driven by science and innovation to meet these evolving needs, empowering consumers through groundbreaking formulas like Pro-Xylane and MelasylTM, while our dedication to green chemistry, CO2 reduction, and refillable formats reflects our commitment to a more sustainable future for all.
What are your plans for the future of L’Oréal in Ukraine?
Our commitment to Ukraine remains unwavering. We believe in the resilience of the Ukrainian people and the potential of the Ukrainian market. Our plans center around three pillars. The first is standing with our people. Our top priority is the safety and well-being of our L’Oréal Ukraine team. We are providing ongoing support to our employees and partners, navigating these challenging times together with strength and determination.
Our second pillar is the idea that beauty moves the world. We remain dedicated to our mission of offering beauty as a source of strength, confidence, and self-expression for all Ukrainians. We strive to ensure access to products and services that empower individuals and provide moments of joy and self-care.
And thirdly, our plans are framed around the principle of joining hands to restore Ukraine. We see a vibrant future for beauty in Ukraine. L’Oréal will continue to invest in sustainable initiatives, local partnerships, and the development of the Ukrainian beauty industry, contributing to the rebuilding and growth of the country. We are confident that beauty, resilience, and creativity will continue to blossom and thrive in Ukraine in the years to come.