L´Oréals New Strategy and Programs in Mexico

L'Oreal celebrated the appointment of a new president and director general, who now has to face sustainability and digitalization transformations amid the challenges brought by the COVID-19 pandemic. 

Keneth Campbell was appointed as President and Director General of L'Oreal Mexico in April, at a time when, according to Entrepreneur, self-care products like makeup were reporting big economic losses. Nevertheless, the company managed to grow its production and sales thanks to a good online strategy and the introduction of a new product: hydroalcoholic gel.

According to Campbell, one of the most difficult challenges was the lack of face-to-face contact with customers and staff in general, while also dealing with production disruptions. The company had to embrace new electronic tools to maintain communication. Insurance coverage was also guaranteed for employees, along with clear sanitary protocols to maintain production running, he said during an interview with Forbes México.

In terms of sustainability, the company embraced a new initiative: "L'Oreal for the Future." Its goal is to reduce water consumption, to use recycled plastics in all manufacturing operations and to have a neutral carbon footprint. The company expects to see results from this program by the year 2030.

L'Oreal’s operations in Mexico are essential to the company’s global headquarters. The country is one of their 15 most important operations with two production plants: one in San Luis Potosi and another in Xochimilco. The latter is dedicated to exporting products to the US, Latin America and Canada. In the Forbes México article, Campbell also voiced his interest in supporting Mexican talent as much as possible in the company. L'Oreal forecasts that once the pandemic is not a problem, there will be huge benefits for the company with all the changes that are being implemented.