Years ago, I had an elderly neighbor who seemed to be quietly battling an illness. Every morning as I left for work, I'd ask how she was doing, and every day she'd offer the same gentle response: "Oh, you know—just holding onto my lipstick." Even now, whenever I put on makeup, I recall her words and smile. To many women, lipstick is more than a beauty staple; it's a powerful little tool they lean on to face life's ups and downs. This phenomenon aligns with the lipstick economy theory, suggesting that during tough economic times, people treat themselves to small, affordable luxuries (like lipstick)to boost morale and keep spirits high.

This sentiment resonated strongly during a recent event hosted by L’Oréal Philippines, attended by Vismay Sharma, President of L'Oréal South Asia Pacific, Middle East & North Africa, and Yasmine Bakkari, Managing Director of L'Oréal Philippines. Celebrating over 36 years in the country since its establishment in 1989, L’Oréal Philippines has continuously evolved, achieving milestones that showcase its unwavering commitment to innovation, empowerment, and sustainability.

Here are five compelling insights from their Sense of Purpose event, enriched by L’Oréal Philippines' remarkable legacy:

1. Beauty as a Catalyst for Confidence

Sharma highlighted that beauty isn't merely superficial—it significantly influences personal confidence and self-expression. Just as my neighbor found strength in her lipstick, beauty products empower people to tackle life's hurdles confidently. Initiatives like L’Oréal’s "For Women in Science" further exemplify their commitment by supporting Filipina scientists to advance their careers and research.

2. Sustainability is the Future of Beauty

Bakkari reinforced L’Oréal's dedication to sustainability, stressing the importance of creating beauty products that also safeguard our environment. L’Oréal Philippines actively pursues sustainable operations, from reducing carbon emissions to promoting recycling and efficient water usage.

3. Empathy in Leadership Drives Real Impact

Both Sharma and Bakkari emphasized empathy as a cornerstone of effective leadership. Understanding the emotional connections consumers have with their products ensures that brands remain relevant and influential. Through initiatives like the Digital Beauty Academy, L’Oréal Philippines equips aspiring beauty professionals with digital skills, boosting employability and economic empowerment.

4. Purpose-driven Brands Foster Loyalty

Today's consumers seek brands aligned with their personal values. L’Oréal's clear, authentic purpose helps forge meaningful relationships with consumers beyond mere transactions. Their community engagement initiatives highlight this ethos, contributing to societal development through education, health, and well-being programs.

5. The Power of Inclusion and Diversity

L’Oréal acknowledges and celebrates beauty in all its diverse forms. Sharma and Bakkari passionately discussed how inclusive practices enhance brand identity, creating an environment where everyone feels represented and valued. The "Sayang? No, #ImWorthIt" campaign, launched in 2024 with prominent figures like Pia Wurtzbach and Iza Calzado, embodies this inclusivity by empowering Filipinas to embrace and celebrate their self-worth.

Beauty undeniably holds power, and brands like L’Oréal responsibly leverage this power to foster positive change, bringing strength, confidence, and joy to individuals everywhere. The simple wisdom of my neighbor—holding onto lipstick—serves as a poignant reminder of how small acts of beauty can profoundly touch our lives.