L’Oréal called to action in Japan

To help rebuild the areas ravaged by the earthquake and tsunami that hit Japan in 2011, the local affiliate Nihon L’Oréal, has undertaken long-term initiatives to help recreate social ties.

  • Der

    The "Hairdressers of Hope" beauty bus.

  • Ein umfunktionierter Friseursalon

    A bus-turned-hair salon.

  • Das Community Café

    The Community Café

  • 8 Friseure, die ihren Salon und ihr Zuhause verloren haben, wurden zum “Beauty Bus” eingeladen

    8 hairdressers who each lost their salon and their home were recruited for the “Beauty Bus”.

  • Eröffnung eines Community Cafés im November 2011

    Inauguration of the Community Café in November 2011.

  • Schönheits- und Make-up Kurse bringen den Bewohnern ein wenig Wellness

    Beauty treatments and makeup advice to bring a bit of wellness to residents. 

"Hana-So": the L’Oréal community café

Initiated by the L’Oréal Japanese subsidiary in partnership with the non-governmental organisation JEN, the “Hana-So” café is a solidarity programme designed to help with the reconstruction of Miyagi. “The idea was to build a community café in Ishinomaki, a city lying in one of worst-affected zones in the Miyagi region, to help recreate the social ties shattered by the disaster. A huge number of people had lost their homes and contact with other people, and needed a place where they could meet up with each other again,” says Maki Imura, Corporate Communications Director of the Nihon L’Oréal subsidiary. “Here visitors can get together around a cup of tea, share information, obtain useful advice, and have a make-up session or even a massage.”

On 9 September 2011, the groundbreaking inauguration of the café in the presence of Klaus Fassbender, Managing Director of Nihon L’Oréal, the NGO JEN and the Mayor of Ishinomaki, provided an occasion for the Nihon L’Oréal teams to establish initial contact with the local communities.

On 29 November 2011, the Community Café opened. One of the highlights of the day was a workshop called “Eyes for the Future”. Adopting the name of the solidarity programme created by Lancôme in June 2011 (which donates 100 yen to the Community Café for each mascara sold), the brand offered free beauty sessions and make-up advice to women.

Since the inauguration, seven people have been recruited on-site to work at “Hana-So”, which is open every day from 10:00 am to 4:00 pm. Each month, hundreds of people come and meet up around a coffee, which is served to them free.

On 18 December, a Christmas party was organised at the Community Café. Here again, volunteer staff from Nihon L’Oréal rallied round, enabling about a hundred locals to get together, enjoy some cake and a massage, and take part in Christmas garland-making workshops.

On 10 March 2012, a year after the disaster, the “Hana-so Blossom of Hope” Tohoku Restoration Event was organised. 500 people came to the “Hana-So” Café, where various workshops were once again laid on by L’Oréal.

The "Hairdressers for Hope" Beauty Bus

A shampoo, a nice cut, a comforting discussion with the professionals present…Launched by Nihon L’Oréal in September 2011, the “Hairdressers for Hope” Beauty Bus helps people living in temporary lodgings to regain self-esteem while providing work for local hairdressers. The “Beauty Bus” has in fact already hired 8 hairdressers who lost their salon and home as a result of the disaster.