This October, L’Oréal Middle East hosted the second edition of its For The Future 2024 summit in Dubai. The summit outlined the next phase of the group’s sustainability program.
The event highlighted the group’s reinforced mission of environmental and social responsibility, featuring keynote speakers such as H.E. Dr Abdulla Al Nuaimi, Chairman of the Sharjah Consultative Council and former Minister of Climate Change and Environment, UAE, alongside Laurent Duffier, Managing Director of L’Oréal Middle East.
“Since the initial launch of the L’Oréal For the Future program in 2012, we have established a clear roadmap for sustainability,” said Duffier. He emphasised the group’s commitment to building partnerships that reflect the concerns of its community.
Sustainability and social responsibility through brand partnerships
As part of this commitment, L’Oréal announced a strategic partnership with Sephora aimed at driving sustainability in the beauty industry. The collaboration focuses on four pillars: responsible consumption, eco-designed materials, women’s empowerment, and upskilling, with a shared target of achieving these goals by 2027.
“These partnerships help us align our targets with both social and environmental priorities, ensuring we set meaningful and actionable goals,” said Duffier.
He further said that since the initial launch of the L’Oréal For the Future program in 2012, the group has established a clear roadmap for sustainability. The group’s environmental ambitions include achieving carbon neutrality, reducing emissions, managing water resources, and ensuring that all plastic packaging is refillable, reusable, or recyclable by 2030.
The group stands to be on track to achieving these targets. At the summit, Duffier revealed that both companies will be working together to increase the availability of refillable and reusable products from L’Oréal’s luxury brands in the Middle East.
“We are committed to empowering employees, supporting vulnerable communities and promoting ethical sourcing throughout our supply chain,” Duffier said on the group’s commitment to social responsibility.
L’Oréal’s social responsibility was also showcased through its ‘Beauty for a Better Life’ programme, which provides training and employment opportunities for women. Working with a local NGO, L’Oréal and Sephora aim to train 100 underprivileged women in the beauty sector.
“Socially, we are committed to empowering employees, supporting vulnerable communities and promoting ethical sourcing throughout our supply chain,” Duffier explained.
How L’Oréal Middle East will align its marketing with its ESG goals
L’Oréal Middle East has outlined its strategy to align marketing efforts with the company’s broader sustainability goals, part of its wider environmental, social, and governance (ESG) commitment. By prioritising eco-conscious products and practices, the group aims to reshape customer experiences both online and in-store.
“Sustainability is woven into our marketing approach,” said Duffier. He explained that the group has a keen focus on using creativity to make the concept of sustainability “engaging for our customers.”
“We are designing compelling digital campaigns and interactive in-store experiences to promote eco-conscious behaviour, highlighting the benefits of refillable and reusable products in an appealing manner,” he said.
Beyond outward-facing messaging, L’Oréal Middle East has also taken steps to ensure that its behind-the-scenes processes, such as marketing and packaging, are in line with sustainability goals.
The group claims to be overhauling its supply chain, adopting reusable palette covers in warehouses and switching to 100 per cent eco-designed promotional packs without plastic.
“We have made significant changes in how we store and design our promotions,” Duffier said. “Together, these initiatives reflect our commitment to fostering a more sustainable future.”
With these efforts, L’Oréal Middle East has demonstrated that sustainability is not just a corporate commitment, but a strategic priority across its marketing and operations.
From product visibility to promotional materials, the group has reshaped its practices to align with a more sustainable future.
With a focus on creativity and customer engagement, the group aims to make sustainable choices both accessible and appealing. As Duffier highlighted, the company’s efforts reflect a long-term vision for a more sustainable future, underscoring its dedication to environmental and social responsibility across the region.
