[Lahore: Friday 11th of March, 2016] L’Oréal, the world’s leading beauty company, firmly believes that beauty can be life changing. That is why today, L’Oréal Pakistan launched “Beauty for a Better Life” – a philanthropic educational program with the mission to help the less privileged members of our society gain employment and a sense of self-esteem through top quality, free-of-charge professional make-up training over a period of 3 months. The “Beauty for a Better Life” program will be rolled out in Pakistan in partnership with the NGO, ‘ICARE’ and with the support of the L’Oreal Foundation.
“Beauty for a Better Life” has been implemented across the globe in different countries to bring a positive change in the lives of the program beneficiaries through top quality, extensive and hands on training programs, free of cost.
The inauguration event was hosted by Shahzain Hafeez, Product Manager L’Oréal Pakistan who spoke briefly about the partnership. This was followed by media addresses from Geoff Skingsley, Executive Vice President L’Oréal Middle East and Africa, Musharaf Hai, Managing Director L’Oréal Pakistan and Mehreen Syed, Chairperson ICARE who all shared their thoughts on the inauguration of the educational program in Pakistan. This was followed by an MOU singing between L’Oréal Pakistan and ICARE and a ribbon cutting ceremony by the guest of honour Geoff Skingsley to initiate the educational program. Also in attendance where Ciro Rago ,Zone Director Professional Products Division L’Oréal Middle East and Africa, Salman Amjad, General Manager Professional products Division, Farooq Ahmed, General Manager Consumer Products Division, along with fashion industry stalwarts and media personalities alike including CEO PFDC Saad Ali, Athar, Shahzad Raza, Anam Malik, Nickie Nina along with members of the esteemed press.
As the idea of beauty is itself associated with individuality and creativity, the program’s mission is to enable every participant experience a positive change and get equipped with professional make-up techniques. L’Oréal as an organization celebrates sustainable growth and individuality which is the main objective of this program in Pakistan.The primary beneficiaries of the “Beauty for a Better Life” program in Pakistan are mainly women from disadvantaged backgrounds; unemployed women, as well as women experiencing social or family difficulties. The “Beauty for a Better Life” program deploys customized theoretical as well as practical teaching curricula, delivered by quality instructors solely dedicated to the program’s limited number of students. The training will take place in a specialized institute IFAP (The International Fashion Academy Pakistan) which will help meet the needs of this program.
Speaking about the program launch of “Beauty for a Better Life”, L’Oréal Pakistan CEO, Musharaf Hai said. “The program is an initiative to empower, educate and train women with limited resources, in the field of make-up and personal grooming; women from all walks of life who want to become economically independent. Our goal is to reach and help these deserving women and talented entrepreneurs.” She also added, “The program is designed in accordance with the international standards in theory and practice of the L’Oréal Foundation. In Pakistan, we primarily want to cater to the youth and to make them financially independent. L’Oréal as a company seeks innovation, and always encourages creativity and entrepreneurial spirit as their core values.”