LVMH Moet Hennessy Louis Vuitton has directed three of its largest cosmetics facilities to produce hand sanitizer in order to help with the shortage in France.
Its Christian Dior, Givenchy and Guerlain fragrance brand-factories are now being used to make hydro alcoholic gel instead.
Twelve tons of hand gel are expected to be manufactured in the first week and delivered to French health authorities March 16 in the evening. The company plans to continue this process as long as necessary with the formula approved by French authorities as effective against the coronavirus.
“Through this initiative, LVMH intends to help address the risk of a lack of product in France and enable a greater number of people to continue to take the right action to protect themselves from the spread of the virus,” the company said in a statement. “LVMH will continue to honor this commitment for as long as necessary, in connection with the French health authorities.”
“What’s so interesting about LVMH’s move is how quickly they are doing it and their understanding of what luxury means right now. Luxury used to be providing the highest quality products — now it means that and more. A true luxury business has to fill consumers’ needs at the highest level and by converting to hand sanitizer manufacturing, LVMH is doing just that. This moment is unique; at any other time, hand sanitizer for a luxury company would make no sense. But in this moment, perhaps even only this week or month, it’s appropriate and commendable to make what would normally be the most un-luxurious product and LVMH gets that. It is a great example of why they continue to be a leader in luxury,” according to Forbes contributor Richard Kestenbaum in his coverage.