L’Oréal donates masks, sanitizers, and cash amid coronavirus crisis

The U.S. subsidiary of French haircare giant L’Oréal says it’s donating N95 breathing masks to hospitals in New Jersey and Arkansas, where its production facilities will also begin making hand sanitizer and other products badly needed to combat the coronavirus. Because they’re worth it.

Manhattan-based L’Oréal USA this week announced a multi-tiered charitable campaign that also includes a $250,000 cash donation to the hunger-relief charity Feeding America, plus a guarantee t that the company will match individual employee contributions to virus-related charities by up to $25,000.

And, the company said, it will donate $1 million worth of body care products, including cleansers and moisturizers, to Feed the Children.

“I know I speak for all of my colleagues when I say that we at L’Oréal USA feel a deep responsibility to do our part to help address this crisis in the many communities in which we live and work,” L’Oréal USA President and CEO Stéphane Rinderknech said in a statement. “We stand in solidarity with the brave people who are tirelessly and selflessly working to end this pandemic.”

Around the world, L’Oréal is known for its “Because you’re worth it” ad campaign encouraging customers to rationalize the comparatively high price of its shampoo and conditioner. L’Oréal’s New Jersey facility, as nondescript as its hair models are glamorous, is in an industrial park in Franklin Township.

L’Oréal USA said its American efforts are in addition to the parent company’s Europe-wide Coronavirus Solidarity Program, which includes a one million euro donation to non-profit organizations across the continent.

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