2024 universal registration document

4. Sustainability Report

4.12 Responsible beauty marketing and advertising (S4)

4.11.3.2 Towards an industry-wide scoring methodology: the EcoBeautyScore

In 2021, in a bid to take its transparency efforts a step further, L’Oréal joined forces with beauty industry peers to co-found the EcoBeautyScore Consortium⁽¹⁾, tasked with co-creating a common labelling system. EcoBeautyScore has members from more than 70 businesses and cosmetics industry stakeholders, representing more than 50% of the global market.

The EcoBeautyScore system aims to provide consumers with a clear, transparent and comparable assessment of cosmetic products’ environmental impact. A public consultation was organised in June 2024, demonstrating the association's major progress made on four levels:

developing a shared method for scientifically measuring the environmental impact of products throughout their life cycle, as recommended by the European Commission;
creating a shared database on the environmental impact of ingredients and raw materials used in formulas and packaging, as well as during product use;
developing a joint scoring tool to assess products’environmental footprint;
introducing a harmonised scoring system to help consumers find out about cosmetic products’ environmental footprint.

4.12 Responsible beauty marketing and advertising (S4)

4.12.1 Background

As the world’s fourth-largest advertiser, L’Oréal aims to be a catalyst for positive change through marketing and publicity. Creating the beauty that moves the world also means meeting the expectations of consumers, for whom sustainability is a priority, and building trust. It also means transforming representations of beauty by celebrating the full spectrum of desires and aspirations.

L’Oréal wishes to offer innovative routines and promote diversity and inclusion, and strictly respects the codes and charters that guide it in this domain. With this focus on responsibility and transparency, L’Oréal’s marketing and advertising campaigns are aimed at encouraging the entire beauty industry to adopt more honest, inclusive and committed practices.

4.12.1.1 Material impacts, risks and opportunities related to responsible marketing and advertising

	Description	Subtopics	Policy	Action plan
	Description L’Oréal’s influence on the world of marketing and advertising carries with it an element of social responsibility. Failing to effectively break down stereotypes in its advertising campaigns could contribute to spreading unrealistic and exclusive beauty standards. This could give rise to self-esteem and mental health problems among certain populations, particularly if they are exposed to messaging of this kind on social media, and could also breach the right to non-discrimination.	Subtopics Responsible marketing practices	Policy Responsible advertising and marketing communications policy	Action plan Emphasise responsible content Respect human rights and diversity, equity and inclusion Roll out a child-conscious responsible marketing approach Respect data confidentiality and ethics Use generative artificial intelligence responsibly Promote sustainability
	Description On the other hand, L’Oréal’s commitment to responsible marketing practices represents a potential opportunity to make a positive impact in terms of inclusion. The shift towards campaigns that value diversity and represent the whole spectrum of beauty, as well as promoting a positive view of ageing, could contribute to a more inclusive and responsible industry. The Group’s commitment to authenticity and to not using artificially generated or retouched images could have a positive impact on consumers’ self-esteem and mental health.

Description

Subtopics

Policy

Action plan

IRO: negative impact

Time horizon: short term / medium term

L’Oréal’s influence on the world of marketing and advertising carries with it an element of social responsibility. Failing to effectively break down stereotypes in its advertising campaigns could contribute to spreading unrealistic and exclusive beauty standards. This could give rise to self-esteem and mental health problems among certain populations, particularly if they are exposed to messaging of this kind on social media, and could also breach the right to non-discrimination.

Responsible marketing practices

Responsible advertising and marketing communications policy

Emphasise responsible content

Respect human rights and diversity, equity and inclusion

Roll out a child-conscious responsible marketing approach

Respect data confidentiality and ethics

Use generative artificial intelligence responsibly

Promote sustainability

IRO: positive impact

Time horizon: medium term / long term

On the other hand, L’Oréal’s commitment to responsible marketing practices represents a potential opportunity to make a positive impact in terms of inclusion. The shift towards campaigns that value diversity and represent the whole spectrum of beauty, as well as promoting a positive view of ageing, could contribute to a more inclusive and responsible industry. The Group’s commitment to authenticity and to not using artificially generated or retouched images could have a positive impact on consumers’ self-esteem and mental health.