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Exploring Gender Equality and Women's View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Memorial University Research Repository EXPLORING GENDER EQUALITY AND WOMEN’S EMPOWERMENT: A CRITICAL EXAMINATION OF SELECT L’ORÉAL CORPORATE DOCUMENTS By © Judit Lovas A Thesis submitted to the School of Graduate Studies in partial fulfillment of the requirements for the degree of Master of Gender Studies Memorial University of Newfoundland October 2017 St. John’s Newfoundland and Labrador Abstract Although women make up half of the world’s population and over 40 percent of the global labour force, gender inequality is still prevailing. The formal commitment of the United Nations and the World Bank to achieve women’s equality is crucial to addressing the challenges of development and poverty; however, there is no part of the world where women and men are equal. Moreover, gender equality is worsened by globalization, in which private actors such as multinational companies play a controversial role. L’Oréal, the world’s largest beauty corporation, employed approximately 52,000 women in 2013. The company is a signatory of the United Nations Global Compact (2000), and supports the United Nation’s Women’s Empowerment Principles (2010). Although L'Oréal claims that it is engaged in socially responsible corporate practices, with particular attention to issues of gender equality, few critical analyses of these claims exist. This research, a case study analysis of L’Oréal’s gender equality and women’s empowerment policies, concludes that the company’s concept of gender equality is limited, focusing on professional and workplace equality. Keywords: L'Oréal, gender equality, women’s empowerment, diversity, corporate social responsibility, United Nations Global Compact ii Acknowledgments Even if thesis-writing is a solitary process, no research could be completed without the continuous inspiration, support, encouragement and love of a wide network of people. First, I would like to express my gratitude towards my supervisors, Dr Katherine Side and Dr Tom Cooper. Katherine, my principal supervisor, took me under her wings when I was a first-year student, in desperate need of guidance. Katherine, thank you for your patience, continuous encouragement and absolute trust in me over the last four years. Thank you for your kindest tone even when we both knew that I had been far from bringing the best out of myself. I feel extremely lucky and grateful for the opportunity to work together and to learn from you. Without your expert knowledge, professional advice, and friendly support over the years, I would not have been able to complete my degree. My thanks also go to my supervisor Tom, who has been encouraging and enthusiastic about my research since the very beginning. Your professional knowledge about business and CSR helped me a lot to put feminist ideas into a business perspective and vice versa. Thank you for your practical advice and your support. I could not have done this research without the invaluable knowledge and support of my university professors, Dr Vicki S. Hallett and Dr Sonja Boon. Vicki you helped me to overcome the difficulties of my very first semester at Memorial University, giving me extended deadlines and as much support as I needed to finish my course work. Sonja, you iii taught me to think critically and look at the world from an ‘awkward’ perspective. Deepest thanks and gratitude to both of you. Also, thank you Barry Hanlon for your invaluable help in proofreading and editing my thesis. The assistance and cooperation of my fellow graduate students were essential for the completion of my thesis. In particular, I would like to thank Zaren Healey White for proofreading my papers, and for her extraordinary vision and free mind that opened my eyes to seeing things in different ways. (Also, thanks for grooming the nails of our guinea pigs!) Finally, I would like to thank my husband for his unconditional love and tremendous support, for being the best caretaker of our children, the chef of the house, and the pillar of our family over these laborious years. My deepest thanks go also to my children, Luca and Boroka, for being patient and letting me study and do my writing during those long weekends (and not interrupting with unnecessary questions). I also feel blessed for having the unceasing love and support of my parents, for whom, no matter what, I have always been the best. Without all of you, I would not have completed this thesis. iv Table of Contents Abstract ii Acknowledgements iii Table of Contents v List of Tables ix List of Figures x List of Abbreviations xi List of Appendices xiii Chapter 1 Introduction 16 1.1 Why L’Oréal? 19 1.2 The History of L’Oréal 20 1.3 Research Goals 25 1.4 Contributions of this Research 28 1.5 Implications of this Master’s Thesis 29 1.6 Rationale for Data Selection 29 1.7 Personal Motivation and Background 30 1.8 Thesis Framework 32 Chapter 2 Gender Equality and Women’s Empowerment: A Review of 34 Feminist Literature and Discussion of Feminist Theory 2.1 The Concept of Gender 35 2.2 The Concept of Gender Equality 36 2.3 Gender Equality as a Matter of Human Rights 42 2.4 The Concept of Women’s Empowerment 44 2.5 Contributions of Feminist Theories 47 2.5.1 Transnational Feminism 47 2.5.2 Transnational Business Feminism 51 v 2.5.3 Intersectionality 54 2.5.4 Diversity and Difference Feminism 56 2.6 Conclusion 59 Chapter 3 Research Methods and Methodology 61 3.1 Qualitative Research Methods 62 3.2 Qualitative Content Analysis 64 3.3 The Case Study of L’Oréal 66 3.4 Data Collection 69 3.4.1 Textual volume 69 3.4.2 Primary data sources 70 3.5 Data Coding and Analysis: Obtaining Knowledge 71 3.5.1 Textual content analysis 71 3.5.2 Visual content analysis 73 3.5.3 Copyright issues 75 3.6 Limitations of Corporate Documents 76 3.7 Limitations of Language 78 3.8 Conclusion 79 Chapter 4 An Introduction to Corporate Social Responsibility and 81 the United Nations’ CSR Initiatives 4.1 Corporate Social Responsibility 81 4.1.1 The trajectory of CSR 83 4.1.2 Feminist Critique of CSR 86 4.1.3 Gendered dimension of CSR 88 4.2 The Beauty Industry is Becoming Socially Responsible 89 4.2.1 Environmental awareness 90 4.2.2 Health regulations 91 4.2.3 Social engagement 92 vi 4.3 L’Oréal: “Because I’m Worth It” 93 4.4 CSR Initiatives in the 2000s 95 4.4.1 The United Nations Global Compact 95 4.4.2 The United Nations Women’s Empowerment Principles 97 4.5 Conclusion 98 Chapter 5 Results: A Critique of L’Oréal’s Gender Equality and Women’s 100 Empowerment Policies 5.1 L'Oréal’s Understanding of Gender 100 5.1.1 The occurrence of keywords 101 5.1.2 The roles and characteristics of women and men 105 5.1.3 Displaying gender and visualizing difference 110 5.1.3.1 Visualizing power 111 5.1.3.2 Feminine delicacy 113 5.1.3.3 Gender representation of L’Oréal’s top management 117 5.2 Conclusion: Gender is Rigid 119 5.3 Gender Equality Issues at L’Oréal 120 5.4 Conclusion: Gender Equality as a Matter of the 125 Workplace 5.5 The Goals of L’Oréal’s Gender Equality Policy 126 5.5.1 Increasing the number of women in management 127 5.5.2 The unbalanced gender representation of 129 L’Oréal’s Board 5.5.3 Further goals 134 5.6 L'Oréal’s Corporate Policies to Advance Women’s 137 Empowerment 5.6.1 L’Oréal’s Share and Care 140 5.6.2 Social inclusion projects 142 vii 5.7 CSR or Philanthropy? 145 5.8 The Implementation of the Gender Equality Mandate 148 of UN Initiatives 5.8.1 Implementing the gender equality mandate 148 of the UNGC 5.8.2 Implementing the UN WEP’s gender equality mandate 151 5.8.2.1 Principle 1. Establish high-level corporate leadership 152 for gender equality 5.8.2.2 Principle 2. Treat all women and men fairly at work – 154 respecting and supporting human rights and non-discrimination 5.9 Conclusion on L’Oréal’s CSR Policies 159 Chapter 6 Conclusions: Rethinking L’Oréal’s Gender Equality and Women’s 162 Empowerment Policies 6.1 The Business Approach to Gender Equality and 163 Women’s Empowerment 6.2 Limitations of the Research 167 6.3 Contributions of this Research 169 6.4 Implications of this Master’s Thesis 170 6.5 Recommendation for Future Research 171 References 173 Appendices 193 viii List of Tables Table The number of occurrences of select 5.1 keywords in L'Oréal corporate documents 102 Table The number of gender specific images 5.2 in L'Oréal’s corporate documents 107 Table The number of occurrences 5.3 of the term “gender equality” 121 in L’Oréal’s corporate documents Table The number of occurrences 5.4 of the term “women’s empowerment” 138 in L’Oréal’s corporate documents Table Average monthly gross earnings of women 5.5 and men at L’Oréal SA, France 155 ix List of Figures Figure Photograph of Jean-Paul Agon, CEO 5.1 and Chair of the Board of Directors, in 112 L’Oréal’s Annual Financial Report (2013) Figure The cover image of L’Oréal’s Annual 5.2 Financial Report (2013) 114 Figure The cover image of L’Oréal’s Sustainable 5.3 Development Report (2013) 116 Figure The tableau of the members of the 5.4 Executive Committee in L’Oréal’s 117 Code of Ethics (2014) x List of Abbreviations Term Abbreviation L’Oréal Annual Report 2013 AR L'Oréal Annual Financial Report 2013 AFR Convention on the Elimination of All Forms of CEDAW Discrimination Against Women L'Oréal Code of Ethics 2014 COE L'Oréal UNGC Communication of Progress COP (“COP”) 2013 Corporate Social Responsibility CSR L'Oréal Diversities Overview Report 2005- DOR 2010 Economic Dividends for Gender Equality EDGE Female Genital Mutilation FGM Global Reporting Initiative GRI International Labour Organization ILO Multinational Corporations MNCs Non-Governmental Organizations NGOs xi Operating and Financial Report OFR L'Oréal Sustainable Development Report 2013 SDR Transnational Business Feminism TBF Transnational Corporations TNCs Universal Declaration of Human Rights (1948) UDHR United Nations UN United Nations Global Compact (2000) UNGC United Nations Women’s Empowerment UN WEPs Principles (2010) World Commission on Environment and WCED Development Women’s and Gender Studies WGS World Health Organization WHO xii List of Appendices Appendix A.
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