L’Oréal Paris and SPM-Rio bring Stand Up trainings to Women’s Secretariat centers in Rio to combat harassment.
Action aligned with 21 Days of Activism
Rio de Janeiro, November 2025 – L’Oréal Paris®, the world’s number one beauty brand and part of the L’Oréal Group in Brazil, has joined the global mobilization led by UN Women. The initiative is part of the international campaign 21 Days of Activism for the Elimination of Violence against Women and Girls, with a focus on education and awareness in Rio de Janeiro.
In 2025, the United Nations campaign highlights the theme “UNiTE to End Digital Violence against All Women and Girls”. It calls attention to the rise of online harassment and the urgency of digital safety, especially considering that 1 in 3 women experiences some form of violence during her lifetime, including in virtual environments.
In Brazil, institutions tailor the movement to local priorities. SPM-Rio, in partnership with IOM UN Migration, chose psychological violence as the central axis of the city’s programming. In this context, L’Oréal Paris® is bringing the global program Stand Up Against Street Harassment for the first time to the centers of the Women’s Secretariat in Rio.
5Ds methodology reaches municipal network
The action takes place on November 25, 26 and 27 and December 2, with the participation of Cruzando Histórias, the program’s official partner NGO in Brazil. At each SPM-Rio center, there will be 30-minute training sessions presenting the global 5Ds methodology.
The 5Ds – Distract, Delegate, Document, Direct and Dialogue – teach people how to intervene safely in situations of harassment. The training addresses cases in public spaces, professional environments and online, encouraging a proactive stance from both bystanders and those who experience harassment.
In addition, L’Oréal Paris® will take part in the 3rd Carioca Entrepreneur Network Forum on November 29. During the event, the brand will offer another Stand Up training session, once again in partnership with Cruzando Histórias, expanding the program’s reach among women entrepreneurs.
Women’s empowerment and leadership voices
Maíra da Matta, director of L’Oréal Paris® in Brazil, reinforces the brand’s long-standing commitment to women’s empowerment. She recalls that the company has always defended the value of every woman, promoting messages of confidence and self-belief.
She explains that the ambition of Stand Up is to build a social pact through education. By bringing knowledge and practical tools to more women, the brand aims to help create safer, more welcoming and violence-free environments, both offline and online.
The centers of the Women’s Secretariat are spread across the city and provide key services to combat violence. They offer shelter, guidance and training courses aimed at strengthening women’s autonomy and resilience in Rio de Janeiro.
For Joyce Trindade, Secretary for Women’s Policies and Care in Rio, talking about violence is urgent but not enough. She stresses the need to prepare women to confront, react and protect themselves in situations of abuse.
Joyce points out that the partnership with L’Oréal Paris® reinforces SPM-Rio’s daily work, which has already welcomed more than 1 million women. With Stand Up trainings, she says, every woman gains better knowledge of her rights, in a strategy focused on training, informing and transforming lives.
About L’Oréal Paris
L’Oréal Paris® is the world’s number one beauty brand, available in 150 countries. Through its products, pioneering science and inclusive communication, the brand encourages every woman to take control of her life and claim her place in society.
In Brazil, L’Oréal Paris® leads the haircare market with the Elseve line. It also offers hair color products under the Imédia Excellence, Casting Creme Gloss and Magic Retouch franchises, meeting the needs of diverse consumers.
In skincare, the brand operates in cleansing, moisturizing and treatment categories, and in sun protection with the Solar Expertise range. This broad portfolio strengthens its role in everyday beauty and care routines.
About the L’Oréal Group
The L’Oréal Group has been dedicated to beauty for 115 years. With a unique international portfolio of 38 diverse and complementary brands, the group generated 43.48 billion euros in sales in 2024 and employs more than 90,000 people worldwide.
As the global beauty leader, the company operates across multiple distribution channels. These include mass retail, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce, ensuring broad access to its brands.
Research & Innovation is at the heart of L’Oréal’s strategy, supported by a dedicated team of 4,000 researchers. Their mission is to meet beauty aspirations around the world by combining technology, efficacy and safety.
Reinforcing its sustainability commitment, the group launched the L’Oréal for the Future program. The initiative sets ambitious 2030 sustainability goals aimed at empowering the company’s entire ecosystem toward a more inclusive and sustainable society.
In Brazil, the world’s fourth-largest beauty market, L’Oréal celebrated 65 years in 2024. The company is one of the industry leaders, with a portfolio of 22 brands in the country, including L’Oréal Paris®, Maybelline®, Garnier®, Niely®, Colorama®, Kérastase, L’Oréal Professionnel, RedKen and Matrix.
The group also manages renowned skincare and fragrance brands such as La Roche-Posay, Vichy, SkinCeuticals, CeraVe, Lancôme, Giorgio Armani, Yves Saint Laurent, Ralph Lauren, Cacharel, Prada, Azzaro, Valentino and Mugler. This diversified portfolio consolidates its strategic position across all segments of the beauty market.
