The Impact of Corporate Social Responsibility Activities on the Customers' Relationship Development in the Global Beauty Industry: the Case of L'Oréal

Why is Corporate Social Responsibility valuable in the global beauty industry? In the recent time, the idea of CSR has become important as companies are aiming to become and further be perceive as those which are socially responsible. General explanation of the idea of CSR represents the idea of improving the wellbeing existing in society via implementing various business practices. Importance of CSR activities is rising in different sectors today. Global beauty industry is one of them. From the inception, the idea of CSR represented interest mainly for smaller players of the market. However, in time, this changed. CSR became a mattering part of bigger companies where CSR is not the major function but still the highly valuable. Global beauty industry were massively criticized for the aspects which were a representation of unethical behavior. These practices reflected in the negative actions towards the environment, not prohibiting animal testing and other ones. As long as customers use cosmetic products on their body and skin, they want to be aware of all effects they might face in such cases. In the current research, the topic of CSR will be examined from different perspectives: starting from the theoretical perspectives where the topic started and where its’ routs exist – up to the applied today practices among the major players of the global beauty industry.