An industry usually focused on top notes and the staying power of lipstick has been drastically transformed by the COVID-19 crisis.
“I believe, as a major economic actor and symbol of Italy, Bvlgari has a responsibility to contribute to the national effort to help prevent, fight and eradicate COVID-19,” says Jean-Christophe Babin, CEO of Bvlgari. “Thanks to our fragrances expertise, we have been able to develop, together with ICR, a hand cleansing gel with sanitizer, which will be manufactured in our Lodi factory already making our high-end perfumes and hotel amenities.” Babin adds: “Aware of the difficult situation we are experiencing, we believe it is our duty to contribute with our know-how and production facilities.”
The Rome-based house worked with the brand’s historical fragrance manufacturing partner, Industrie Cosmetiche Riunite, or ICR, to quickly shift its production to manufacture several hundred thousand bottles of hand sanitizer for Italy’s medical facilities. In addition to this shift, Bvlgari made an important donation to Lazzaro Spallanzani hospital to acquire a new state-of-the-art 3D high-definition microscope. “Working for research means not only reacting to the emergency, but, above all, supporting the hope of finding treatments and vaccines for this infection and other serious infectious diseases,” says Marta Branca, general director of Lazzaro Spallanzani. “The support of Bvlgari means having the real perception of a stable and lasting collaboration.”
Other branches of the LVMH family have joined Bvlgari in the relief effort. In France, Parfums Christian Dior, Guerlain and Parfums Givenchy converted their laboratories to produce around 50 tons per week of sanitizing gel to be generously distributed across French hospitals. Sephora donated massive amounts of hand cream for medical staff in France and Europe. In the U.S., Fresh’s Fresh Cares program donated 10,000 personal cleansing and moisturizing products to support isolation shelters for homeless COVID-19 patients, as well as healthcare professionals at multiple hospitals around New York City.
Beauty brands like Sisley are joining the fight by distributing both masks and gowns—and shifting factory production to sanitizer. In New York, Estée Lauder reopened its Melville manufacturing facility to produce hand sanitizer for high-need groups and populations, including front-line medical staff. And other brands including L’Oréal, Coty and Moroccanoil are all donating funds to aid various nonprofits in relief efforts.
Photography by: Photo courtesy of Parfums Christian Dior