The focus of this part of paper is on cultural aspects and values in L’Oreal Company. We will quote its ethical principles, which are very important for the company itself. In L’Oreal company we can distinguish core values, given as follows: passion for adventure, enrichment through diversity, leading innovation in beauty, striving for excellence and valuing individual talent. Thanks to its clarity into work ethics we can see how important for the company is innovation, entrepreneurship and creativity. These features make the L’Oreal company leader on the world market. The company includes just one business itself – beauty. This is the topic to which passion comes to and shows what cosmetics can bring to women and men: self-confidence, openness towards others and well-being.
The passion for business, which is linked to culture and humanity. To create beauty products is about understanding others and anticipating their needs. Innovation is the second of the company’s core values. This feature is essential in such a topic as beauty because it requires all the time new products. Beauty canon changes so there is a need of a constant higher level of performance. L’Oreal understand the importance of innovation and research, it is making a lot of effort to expand its product lines covering wide variety of beauty products. Another value that is not less important than the others is open-mindedness. Listening customers, understanding their culture and benefiting from their differences are bare priorities, which respond to the infinite diversity of beauty trends around the world. They are inherent from company’s business and mission. Excellence is a value that is involved in every form in the business, in every country. It is expressed in a state of mind and a permanent aspiration to perfection. All teams in the L’Oreal Company share this desire to outperform and to be able to provide the best for their consumers. In order to create a high perceive value for its customers L’Oreal invests heavily on culturally adapted products. The main goal for L’Oreal Company is to deliver glamour to everyone. This is the feature that most of the customers identify with the brand.
The ethical principles of L’Oreal company are: integrity, respect, courage and transparency. These principles build their culture, give rise the reputation and it is well-known by all L’Oreal employees. It is significant to obey these values because a company with smart ethical rules is a powerful company which products you can trust (this attribute is the biggest competitive advantage a company can have).
Thanks to these features L’Oreal benefit from high levels of client satisfaction and proud and motivated employees. Brands good name in the environment is growing and increasing shareholder loyalty.
Acting with integrity is a key for the construction of trust and good relationships. Integrity in the relationship with company’s consumers means assurance that the advertising is based on proven scientific data. Also integrity in the relation to company’s business partners means observance to good governance practices to avoid any real or alleged conflict of interests.
Integrity in the way of doing business is respecting the laws of the countries in which the company operates, maintaining high standards in accounting and reporting and fighting against corruption. Thanks to the company’s politics, the interests are never given by illegal or unethical practices.
What L’Oreal Company is doing has a huge impact on many people’s lives. The organization shows respect to its customers by providing the specific products they are willing to buy. Because of high quality and relatively low price, which L’Oreal can boast, customers are happy and more eager to trust such a company. L’Oreal show respect to the consumers by recognizing that they are all different. By trying to avoid stereotypes and respond to their different needs, highly efficient products manufactured to the most demanding standards of safety and quality.
For the multinational cosmetic companies is not always easy to act ethically. It sometimes means spending time and money needed to get the products that fit the company’s style and client’s satisfaction. L’Oreal show courage by facing up to difficult questions, listening others who may challenge them and creating a culture of openness and freedom of speech so that all employees feel comfortable to come up with new issues, ideas and
The last of the ethical principle is transparency, which means that the company must be sincere to international success. The justification of their decisions and actions is always trustful.
Staff is often expressed as young and fresh, which means that youthful workers are one of the highlights in the company. Many of them are very ambitious and the fact that they are given responsibility in the early stages of their careers is a great advantage. With the after hour activities L’Oreal has a very wide social scene with regular sport and outgoing events such as football tournaments, comedy nights and pub trips. These attractions only strengthen the relationship between co-workers and surprisingly have an extreme effect on their future work. Moreover employees are offered with free products, free French lessons and discount gym memberships. This provides to spin-off benefits in the workplace – people are working harder and more efficiently because they know they can get extra remuneration not only in the form of money. L’Oreal realizes how fundamental the internal communication is to its operations. That is why there is a vast variety of communication-based training courses for staff including media relations, negotiation techniques, presentation skills and personal effectiveness. Another great idea that is extensively spread in L’Oreal is the freedom of speech. Employees are encouraged to engage in exchanges of opinion and to associate easily with people at all levels. As for the beauty company we can see that the majority of L’Oreal’s global workforce are women (63% of staff in 2010).
More than 50% of them are on high positions, mostly managers. Moreover it is very important for the company the equality in employment and launching various activities to help ensure fairness in remuneration (it has signed deals with trade unions and delivered diversity training to many managers in Europe since 2006). For L’Oreal diversity is a priority. The company consists of 72600 employees, 126 different nationalities. People with different cultures bring a variety of styles, perspectives, values, beliefs and differences as advantages to the organization. The organization defines integration as a main clue to the success.
It respects values and is proud of culture openness to ideas, innovation and creativity, which are most important for a healthy and growing business. As Jean-Paul Agon who is the Chairman and Chief Executive Officer say “Today we live and work in an increasingly diverse world, a world of individuals with different cultural and ethnic backgrounds, unique styles, perspectives, values and beliefs. A diverse workforce in all functions and levels enhances our creativity and our understanding of consumers and allows us to develop and market products that are relevant.” In L’Oreal Company the main benefit is that there are people working from all continents with different cultures, every person is ready to add something new from his or her perspective and different point of view thanks to which the company is all the time developing. Diversity is much more inspirational than any other aspect and because of that every year there are thousands of ideas transforming into new beauty products for the company.