Dear subscribers,
L'Oréal has ignited social networks. The cosmetics group, one of the greatest successes of French capitalism, announced at the heart of the weekend its decision to withdraw from its communication the words "white" or "clear" from the promotion of its products that lighten the skin , and which are very popular especially in India and Asia. In our columns, the group claims that this measure was not taken in reaction to the "Black Lives Matter" movement. True or false, whatever: it is in this context that it has been interpreted, commented on, and contested.
Companies do not live outside the world. It is therefore logical that they should be challenged on social issues. But communication and marketing are extremely delicate exercises when they are part of the debates that cross opinion. In the age of social media, there are many blows to take.
L'Oréal is removing the words "white" or "clear" from the promotion of its skin-lightening products. Gonzalo Fuentes / REUTERS
What is striking is that companies are forced to position themselves at the rate always
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