So I have recently bought a shed load of L’Oreal products that I have been trying out for the last few weeks and was going to post my reviews and opinions of this evening, but in the light of their latest behaviours I have decided against this to instead sound off about their mistakes and why they should be ashamed of their handling of this situation.
If you haven’t already seen as recent as August 27th L’Oreal released their you tube video advertisement for their latest True Match foundation campaign which claims to have a matching shade for 98% of its consumers. In this video are influencers ranging from Cheryl Cole to Katie Piper. Amongst them is British Transgender DJ Munroe Bergdorf who during her individual clip champions L’Oreal for showing diversity and stating how hugely important that is for her whilst she does her “bit to break down barriers”.
Shortly after this campaign release the British Daily Mail newspaper (which has very right wing views) has done some digging and released an article based around views that Bergdorf had previously published on Facebook.
With comments such as “Most of y’all don’t even realise or refuse to acknowledge that your existence, privilege and success as a race is built on the backs, blood and deaths of people of colour. Your entire existence is drenched in racism. From micro-aggressions to terrorism, you guys built the blueprint for this shit”. These comments are not for the faint hearted but are true of our history. It would be foolish to think otherwise.
What became even more surprising is that L’Oreal have now released a statement indicating they have terminated contract with Bergdorf stating they “champion diversity. Comments by Munroe are at odds with our values and so we have decided to end our partnership with her”. Personally this was just shocking and has been handled so badly I can’t see the beauty chain recovering.
They could have used this as a platform to show how diverse they actually are as a company (instead of going against their own campaign), they could have empowered the freedom you have in your own thought and feelings and how we can overcome anything with the help of one another no matter their background, race or gender.
Instead they seemed to have tried to brush the issue under the carpet and as Munroe said “your heads that remain buried in the sand with hands over your ears”. It is such a shame that a company so large did not see how they could have really enforced the motto together=stronger to show great changes, proudness and strength but grew fearful of a strong woman’s views to their own demise.
I did not intend for this post to be so heavy but I felt if I continued with my original post I would be classing myself as ignorant which is not something I would ever wish to be.
Many thanks for taking the time to read.