L’Oréal USA has deepened its response to the Covid-19 crisis, launching new community commitments, in partnership with the Professional Beauty Association (PBA), that provide support to the entrepreneurs and small businesses at the heart of the professional beauty industry.
  
Beginning April 7, L’Oréal USA is implementing a multi-tiered support strategy for its stylist and salon partners. This commitment is an extension of the L’Oréal USA Gives Back commitment, and made in addition to L’Oréal’s Europe-wide Coronavirus Solidarity Program, which includes a one-million euro donation to non-profit organizations across Europe. 
 
This initiative includes the following measures to protect its salon partners:
 

• Payment Relief – Salon and stylist customers that had outstanding credit balances will have their payments frozen until their businesses resume, at which time a payment schedule will be established.  
• Loyalty Rewards Extension – Level Loyalty points due to expire in March or April have been extended through the end of May 2020. All points used to book classes that have since been cancelled will be returned.

 
Additionally, L’Oréal USA has partnered with the PBA to offer stylist support through the following initiatives:
 

• Donation to the PBA Covid-19 Relief Fund – L’Oréal USA Professional Products Division is donating $200,000 to the Professional Beauty Association COVID-19 Relief Fund, which supports licensed professionals who are unable to work due to COVID-19. The funding is intended to be emergency aid for short-term immediate needs such as food and bills. L'Oréal USA will match additional employee donations to the Relief Fund dollar for dollar up to $25,000.
• Charitable Product Donations – Through a partnership with Product Club, SalonCentric donated 1 million medical-grade gloves to medical centers throughout the US To alleviate daily hygiene needs. Also, L’Oréal USA Professional Products is donating a supply of over 100,000 dry shampoos to local crisis response teams and healthcare workers.

 
“Since the beginning of this unprecedented moment, the safety and well-being of our employees, customers and partners have been our top priorities. This is a challenging and uncertain time for the professional beauty industry, and we are committed, now more than ever, to our role as its partner and advocate. We will continue to work tirelessly to lessen the impact of this crisis and to aid in our industry’s recovery from it,” said David Greenberg, group president of L'Oréal USA’s Professional Products Division.