L’Oreal beauty drive em­pow­ers poor women

China Daily (Hong Kong) - - BUSINESS - By ZHANG YU

French cos­met­ics gi­ant L’Oreal re­leased a re­port on Thurs­day about its char­ity pro­ject that trains low-in­come Chi­nese women to learn how to use makeup.

The pro­ject, Beauty for a Bet­ter Life, started in 2013 in China. It is aimed to help poor women learn how to use cos­met­ics to look bet­ter so they can be­come confident and find em­ploy­ment.

To date, about 1,500 women from nine cities in China have re­ceived free train­ing, and 64 per­cent of whom found re­lated jobs, such as makeup sell­ers and cos­meti­cians, said L’Oreal China. Li Zhi­lan was among them. Li is a 29-year-old woman from a vil­lage in Qianxi, He­bei prov­ince.

Be­fore par­tic­i­pat­ing in the train­ing pro­gram, she didn’t have a per­ma­nent job and her monthly in­come was about 1,500 yuan ($217), less than half of the av­er­age salary in big cities.

Af­ter a three-month train­ing, Li learned how to do makeup for others and opened a cos­met­ics store that pro­vides ser­vices and prod­ucts.

“My in­come has in­creased a lot, ” said Li, adding that she even has ex­tra money to sup­port her family.

Ac­cord­ing to the re­port, 66 per­cent of the women’s in­comes have greatly in­creased and 69 per­cent of them said they have be­come more confident in life.

By the end of 2020, L’Oreal will pro­vide the train­ing op­por­tu­ni­ties to an­other 3,500 women in China’s pov- erty-stricken ar­eas, ac­cord­ing to Stephane Rin­derknech, CEO of L’Oreal China.

“The so­cial-re­spon­si­bil­ity pro­ject is to help poor women get skills in the pro­fes­sion of beauty, as well as con­fi­dence to earn money by them­selves, rather than di­rectly do­nat­ing money to them,” Rin­derknech said.

“The pro­gram is in line with China’s poverty re­lief poli­cies to help poor peo­ple im­prove their fi­nan­cial sit­u­a­tions through ed­u­ca­tion,” said Zhang Jian­min, deputy sec­re­tary-gen­eral of the China Women’s De­vel­op­ment Foun­da­tion, which is a part­ner with L’Oreal for the pro­gram in China.

The pro­gram has been run­ning in 20 coun­tries around the world since 2009, and will help a to­tal of 100,000 low-in­come peo­ple get bet­ter em­ploy­ment op­por­tu­ni­ties by 2020.

“For our next step, we plan to teach them how to start a busi­ness with the skills they have learned, ” Lan said.

The so­cial-re­spon­si­bil­ity pro­ject is to help poor women get skills in the pro­fes­sion of beauty ...” Stephane Rin­derknech, CEO of L’Oreal China


A woman tries L’Oreal makeup prod­ucts at a store of the brand in Shenyang, Liaon­ing prov­ince.

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