L’Oréal USA has announced a multi-faceted initiative to support Americans during the coronavirus (Covid-19) outbreak and  recovery period.

This commitment is in addition to L’Oréal’s Europe-wide Covid-19 solidarity programme, which includes a €1m donation to non-profit organisations across Europe.

L’Oréal USA’s initiative will be implemented immediately and include several measures including a $250,000 donation to the US hunger relief organisation Feeding America. The money will provide emergency support to the organisation’s Covid-19 Response fund and help relieve food-insecure families across the Americas.

The donation is part of a company-wide giving campaign in which L’Oréal USA will match additional employee donations dollar for dollar up to $25,000.

Other measures including the production of alcohol-based hand sanitiser by L’Oréal’s North American manufacturing facilities.

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The sanitiser will be provided free of charge to US employees, partners and healthcare professionals working on the frontline during the crisis.

L’Oréal USA will also donate personal care products including cleansers and moisturisers worth more than $1m to the Feed the Children non-profit organisation. The donation is part of L’Oreal’s community-based emergency response to Covid-19.

The company will also donate protective masks from its operations facilities in North Little Rock, Arkansas and Franklin (New Jersey) to local hospital systems in each surrounding community.

Finally, L’Oréal USA has vowed to freeze payments of ‘very small and small-sized companies’ in its distribution network, including hair salons, until their businesses resume. Additionally, the company will shorten its payment ties for small suppliers who have been most exposed to this economic crisis.

Stéphane Rinderknech, President and CEO of L’Oréal USA and Executive Vice President, North America (pictured left) said:  “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.

“We stand in solidarity with the brave people who are tirelessly and selflessly working to end this pandemic, and it is our hope that, through these actions, we are able to provide some relief during this challenging time.”