LVMH converts perfume factories to make hand sanitiser
LVMH’s conversion of perfume factories to be able to manufacture hand sanitiser is a good example of a business that understands exactly what its consumers need and when they need it
LVMH, the owner of luxury brands Emilio Pucci, Kenzo, Marc Jacobs and Louis Vuitton, among others, has announced that it is converting three factories manufacturing fragrances for Christian Dior, Givenchy and Guerlain to make hand sanitiser instead. The sanitiser will be distributed free of charge to French authorities and to Europe’s largest hospital system. LVMH is doing this in a bid to do its bit for those affected by the Covid-19 virus. It’s a clever move by the brand on a number of levels, showing consumers it is purposeful and not concerned with profit alone.
LVMH has managed to achieve a number of things with this announcement, according to Forbes (https://www.forbes.com/sites/richardkestenbaum/2020/03/15/lvmh-converting-its-perfume-factories-to-make-hand-sanitizer/). First and foremost, it addresses the global shortage of hand sanitiser – a critical element in the prevention of Covid-19. At the same time it is showing consumers it has the public’s best interests at he...
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