One of the hair and skin care firms of L’Oreal, Garnier, has been accused of being a supporter of Israel. Garnier came under attack on social media after it donated care packages containing. In 2014, Garnier promoted its products to the female troops in the Israel Defense Forces (IDF) as part of Operation Protective Edge.
StandWithUs, a nonprofit organization that promotes Israel, helped in the organization of the donation. Subsequently, Garnier USA disidentified with the donation as it was a single local retail project and the company has a firm policy of staying non-political. The company said that it believed in peace and harmony and was sorry in case the incident had offended anyone. This has not stopped pro-Palestinian groups from mounting boycotts, and pro-Israel activists cheered the move by Garnier.
History of Garnier
Alfred Amour Garnier was a chemist and founded the French cosmetic company Garnier in 1904. The company started with the development of the first hair care product with a combination of natural plants. Garnier introduced many products in different years, such as permanent home hair coloring in 1960 and sun care products in 1936. In 1970, the international cosmetics company L’Oreal bought Garnier after the company started offering skincare and body care products to its product range. Garnier gained international recognition as a pioneer in the hair and skincare categories, launching permanent home hair color and a series of hair care including Fructis and Nutrisse.
In 1999, Garnier entered the US market with Nutrisse hair color creme. Over the last years, the company has created new products in the skincare category, such as micellar cleaning water. Today, it is known that Garnier uses the latest technology in the production of cosmetic products with natural ingredients in order to come up with products that are affordable in all places.
The controversy surrounding Garnier and Israel
At the center of the Garnier and Israel dispute is the episode in 2014 when female soldiers in the Israel Defense Forces (IDF) received care packages containing Garnier goods in the course of the Israel-Gaza conflict (Operation Protective Edge). This act was planned by StandWithUs, a nonprofit organization that defends Israel. The donation resulted in much social media furor, particularly among pro-Palestinian groups, who called to boycott the company because Garnier is associated with IDF soldiers.
In its turn, Garnier USA stated that it was a one-off activity of a local business and that the Garnier brand is a policy-neutral and non-political brand. Garnier reiterated its commitment to peace and harmony and lamented whether anyone would be offended. The mother company of Garnier, L’Oreal, has a factory in Israeli-controlled territories (including disputed ones), which the company is officially neutral about, leading to the controversy. Consequently, boycott campaigns against Garnier have been initiated by groups that are members of the Boycott, Divestment, and Sanctions (BDS) movement.
The controversy attracts moderate and opposing opinions on both sides of the discussion and demonstrates how international corporations have struggled to conduct business or make transactions in regions whose business interests run through geopolitical issues. Though Garnier retains its ostentatious neutrality, the association nevertheless affects its image in society by making donations and by its commercial activities in Israel.
Citizen outrage and boycotts
Many people who were not satisfied with what they saw posted numerous angry remarks and picture posts, and some accused Garnier of supporting the Israeli army and associated the beauty products with the war.
The other hashtag was the popular #BoycottGarnier that was used when protestors demanded that people boycott the brand. Even some posts on social media included graphic pictures denouncing the donation. Garnier USA replied to this with claims that the donation was a one-off action of a local merchant and that it had not been officially ratified by Garnier worldwide. The business has shown remorse over any offence it might have caused, and once again, it has stated it is committed to not interfering with politics and instead encouraging peace and collaboration.
This was compounded by the fact that the parent company of Garnier, L’Oreal, has operations in Israel, with a factory in a disputed territory.
Garnier’s official response and position
Garnier conceded and dissociated itself with the scandal that had arisen around its provision of care packages to the female Israeli Defense Forces (IDF) troops. Garnier USA says that the company believes in remaining non-intervention in political conflicts and aims at promoting peace and collaboration across the globe. It contributed an amount of approximately 500, which it was said was due to a one-off event that was only handled by local retailers in Israel, and Garnier had nothing to comment on this.
The company made it clear that it does not endorse the concept of its brand being part of a political scandal and that it regrets the fact that the incident may have displeased anyone. The director of corporate communications at Garnier told them that the company did not sponsor the cause and that it had no intention of ever using its products in any political campaign again. The most frequently initiated boycott requests to the social media pages owned by Garnier were initiated by pro-Palestinian individuals/organizations associated with the BDS movement, which received a mixed response, irrespective of the apology and clarification. Garnier has been determined to be non-political and neutral in its international business and brand image.
Relationship between Garnier and Israel
The most significant correlation between Garnier and Israel is that Garnier operates a functioning parent company (L’Oreal) that has worked in Israel since the mid-90s. L’Oreal invested heavily in Lower Galilee and has a factory in Migdal Ha’Emek. Local Israeli merchants stock and market Garnier products, and in the Gaza conflict in 2014, Garnier Israel sent care packets of personal hygiene items to female Israeli Defense Forces (IDF) soldiers. This was a highly controversial donation popularized by the Israel advocacy group StandWithUs.
Owing to its domestic operations and the active economic engagement of its parent organization in Israel, Garnier, a worldwide brand, is often identified with the nation despite the fact that it officially remains neutral and does not want to be mixed in with political issues. Due to this association, BDS movement organizations, which condemn companies that promote or conduct business in Israel in contentious regions, have initiated boycott actions against Garnier. Although Garnier’s market activities and particular local initiatives in Israel define the company’s relationship with the country overall, the company’s official global position is to stay out of political alliances and conflicts.
L’Oréal owns the company Garnier, which has a plant and other business operations in Israel. The Garnier During the 2014 Gaza conflict, Israel participated in a local campaign that involved giving care packages containing Garnier goods to female Israeli Defense Forces personnel. This program caused controversy and calls for a boycott. Although Garnier officially maintains a neutral position on a worldwide scale and disapproves of political activity, Garnier is associated with Israel in boycott efforts and public perception due to L’Oréal’s investments and local initiatives. The difficulties faced by global companies doing business in politically delicate areas are reflected in this relationship.
Garnier does not advertise Israel directly as a company and officially adheres to a neutral stand when it comes to political conflicts. Yet due to the local initiatives and the activities of the parent company in Israel, the company has received notice in the conflict between Israel and Palestine, gaining both supporters and detractors.
