L’Oréal announced Thursday morning, during an extraordinary works council, a reorganization of its activities in the Benelux with an impact on 125 employees out of a total of 486 in Brussels. One hundred jobs created in the Netherlands will be offered to them.
“In a rapidly changing market context”, the Belgium and Luxembourg division of the French industrial cosmetics group wishes to create a new organization for the Benelux “which will meet the needs of its consumers and its development ambitions”. “The world is changing and so are consumers”, adds Brigitte Bekaert, communications director. “To meet these changing demands, we want to build the L’Oréal of tomorrow.”
The manager also points to the fact that the majority of e-commerce players are now based in the Netherlands. L’Oréal Belgilux has a registered office, responsible for market development and marketing, in Berchem-Sainte-Agathe. It employs 486 people. With L’Oréal Nederland, which also employs more than 400 people, the two entities will be brought together in a new joint headquarters, “a center of skills”, near Amsterdam.
This new organization will be responsible for defining the strategy of each of the group’s divisions and brands, in order to provide them with optimal support, explains the group. “This Benelux ‘pole’ would be set up so as to guarantee a multicultural organization, integrating the diversities encountered in each of the countries, thus ensuring a perfect cultural understanding of consumers and distribution channels”, assures Jean-Charles Bondy, CEO L’Oréal Belgilux and L’Oréal Nederland, quoted in a press release. Each country will continue to have its own teams close to the field in order to support the growth of its brands and ensure proximity to its customers and consumers, continues L’Oréal.
The new organization will have an impact on 125 employees in Brussels, taking into account internal movements. But, as part of the creation of the Benelux hub, around 100 jobs based in the Netherlands will be offered to these workers, which could help reduce the number of layoffs, the company hopes. “We will suggest that the employees concerned move to Amsterdam. We will do everything necessary to support them in this process and offer them an international experience, with advantages to encourage them to go to the Netherlands. It is very important for us to have a representation of the population of our different markets “, insisted Brigitte Bekaert.
L’Oréal Belgilux is committed to maximizing redeployment possibilities and supporting its employees, as well as to ensuring an open and constructive dialogue with employee representatives. The procedure of the Renault law, applicable in the event of collective dismissal, was also launched Thursday, marking the start of the information and consultation procedure within the works council.
The Libramont plant, where hair coloring and hair care products are produced, is not affected by this announcement. In total, L’Oréal employs 800 people in Belgium.