Brands play their part

Size and scale count for a lot in business when negotiating deals, but they can be crucial in crises like the current pandemic, too. Beauty giant L’Oréal is using its substantial resources to support hospitals, care homes and pharmacies. The group is also freezing debt from many smaller businesses, such as hairdressers and perfume retailers, threatened by the impact of Covid-19, as well as donating €1 million to help social workers and the people they look after.

Nestlé is another big player helping both its customers and the wider humanitarian effort. The Swiss food and beverage company is offering “prompt and pragmatic support to business partners” including those in its supply chain, while also donating CHF 10 million to the International Federation of the Red Cross and Red Crescent Societies and matching employee donations to the same cause.

A major force in fashion and fragrance whose portfolio includes Paco Rabanne and Jean Paul Gaultier, Barcelona-based Puig is producing disinfectant gels and sanitisers in conjunction with the Spanish government for the country’s health system.

Although similarly active with its perfume and cosmetic brands, French luxury group LVMH is also mobilising its liquor division against Covid-19. Champagnes Veuve Clicquot and Moët & Chandon have provided protective equipment for staff at local hospitals, as has Cognac Hennessy. US subsidiary Moët Hennessy USA has donated funds to support people laid off from bars and restaurants, while Belevdere vodka (Poland), Chandon sparkling wines (Australia and Argentina), and Woodinville Whiskey (USA) are all making hand sanitiser.

With New York among the cities worst affected by the coronavirus, PVH Corp’s decision to donate over 2 million pieces of personal protective equipment to health workers there will be especially welcome. PVH, which owns the Calvin Klein and Tommy Hilfiger labels, is also giving $1 million towards Covid-19 relief.