L’Oréal Malaysia has launched its solidarity programme in support of the dedicated medical frontliners who have worked selflessly to aid the nation’s fight against the coronavirus pandemic. Known as the L’Oréal Malaysia Solidarity Action, the first initiative was rolled out on 8 May 2020 with a donation of 3,000 Care Packs to frontliners from three hospitals with dedicated COVID-19 units, which are Hospital Kuala Lumpur, Hospital Sungai Buloh, and University Malaya Medical Centre (UMMC).
A total of 71,000 personal hygiene products from the various brands under the L’Oréal Malaysia group were specially curated to be included in these Care Packs intended to reward the hardworking frontliners with much-needed self-care. In total, the Care Packs amounted to RM1,359,195 in retail value.
However, Managing Director of L’Oréal Malaysia Malek Bekdache noted that no value can come close to all that our frontliners have contributed. “L’Oréal Malaysia and its employees are immensely grateful to all our medical frontliners who have put the nation’s safety first during this challenging time. We can’t even begin to imagine what their day-to-day is like and how much they have sacrificed to ensure that the rest of Malaysia stay safe and healthy. Our Care Packs are small tokens of our appreciation for these frontliners, though nothing can match the hours and efforts they have put in not to mention the emotional toll. We hope that these Care Packs will offer them with some respite and relief, and that they will enjoy using some of our best essential personal hygiene products.”
Bekdache added that L’Oréal Malaysia recognizes that a company’s success is no longer simply in its economic performance but also in its ability to be a true citizen. The L’Oréal Malaysia Solidarity Action is one of many initiatives the company has outlined to embody its commitment in positively impacting the lives of the community it serves.
“It is a priority in the group to contribute in the best way that we can to the community that has for many years supported our business in Malaysia. Especially in this unprecedented crisis, every little bit counts and goes a long way. Through the Solidarity Action, L’Oréal Malaysia expresses our appreciation and support towards those who are bravely fighting the pandemic, and serves as a message of unity to the nation,” Bekdache said.
Groupwise, L’Oréal has launched a Europe-wide solidarity programme that involves measures such as the production of hand sanitisers in the Group’s factories as well as distribution of these hand sanitisers to high-risk areas such as hospitals and care homes and to food distribution stakeholders, business support to SMEs in its distribution networks and suppliers, and donating one million euros to partner non-profit organisations to help the most needy to combat the coronavirus and withstand the consequences of this epidemic.