L'Oreal promotes brand awareness, social responsibility

BEIJING - On a sunny Saturday afternoon in April, the basketball arena at Minzu Univerisity of China was filled with excitement. Dozens of female students swarmed a sales counter, noisily selecting the discounted cosmetic products of L'Oreal, Maybelline, Garnier and Vichy - four brands of the L'Oreal Paris Group, one of the biggest cosmetics companies in the world.

It was unlike other sales promotion activities in that most buyers and sales staff were college students. Additionally, all sales revenues were donated for the educational benefit of poor students in western China.

The 2010 L'Oreal China on-Campus Charity Sales was inaugurated by L'Oreal China and the China Youth Development Foundation (CYDF) on April 10. Minzu University of China was chosen as the venue for the first activity of this sort this year because it is the biggest with students from different nationalities.