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L’Oréal Australia celebrates all expressions of beauty at Midsumma Festival 2022
L’Oréal Australia are proud Silver Level Sponsors of the iconic Midsumma Festival 2022.
L’Oréal Australia are proud Silver Level Sponsors of the iconic Midsumma Festival 2022 in celebration of pride and commemorating the 40th anniversary of the decriminalisation of homosexuality in Victoria.
“We are thrilled to have welcomed L’Oréal Australia and their employee Pride Network into our Midsumma family. The support L’Oréal Australia has provided to us has helped many diverse LGBTQIA+ communities to engage with one another at vital community events, and to share their stories, talents and creativity with one another at such an important time for all our communities.” – Karen Bryant (she/her), Chief Executive of Midsumma Festival
Over the duration of the Midsumma Festival L'Oréal Australia participated in two incredible events; Midsumma Carnival at Alexandra Gardens and the Midsumma March down Fitzroy Street, St Kilda.
Our #BeautyThatMovesAU marquee at Midsumma Carnival was a particular highlight. Run by the L’Oréal Australia Pride Committee and Pride Network employees, the activation celebrated all expressions of beauty and how we Create the Beauty that Moves the World. Our artistry team created pops of colour for event-goers, distributing various La Roche-Posay, Kiehl's, NYX Professional Makeup and Viktor & Rolf product samples as well as the L'Oréal festival fans and gelato. Fair to say the L'Oréal Australia marquee was an absolute hit!
The success didn’t end there - Midsumma’s signature Pride March saw 8,000 members of the community march proudly together down Fitzroy Street in St Kilda on Boonwurrung Country to show their support of the LGBTQIA+ community. Amongst them, 80 L'Oréal Australia employees and advocates of the brand marched proudly with bespoke L'ORÉAL PROUD t-shirts and oversized flags in demonstration of their commitment to diversity and inclusivity.
"It's an absolute honour to be marching with L'Oréal Australia for the Midsumma Pride March 2022. Their sense of purpose, Create the Beauty that Moves the World, celebrates diversity, inclusivity and self expression which means so much to me as a queer non-binary person. I am just so stoked to be working with L'Oréal on such an incredible Melbourne event." – Deni Todorovič (they/them), @stylebydeni
L’Oréal’s sense of purpose is to Create the Beauty that Moves the World. Makeup and the queer community have a long-standing relationship, one that began long before L’Oréal was established over 100 years ago, with cosmetics being used as both a tool of self-expression and for some, an armour. L’Oréal Australia and their 32 brands stand for all visions of beauty, empowering all people to express who they want to be.
“At L'Oréal we support a diverse and inclusive workforce that is representative of our consumers and the community. Our L’Oréal LGBTQIA+ community is accepted without exception, and we want our employees to be proud of who they are and how they identify. Our passionate L’Oréal Australia Pride Committee supports, educates and empowers our LGBTQIA+ internal community and allies to help foster an inclusive and healthy workplace culture, encouraging all employees to bring their full selves to work. It is a sense of belonging that is the true measure of acceptance, and this enables people to do great things; at work, personally and for their community.”– Paul Steer, HR Director
Click here to view photos from the event.