As L’Oreal is trying to become cruelty-free by 2013 , activists feel as if the company is doing so to boost the company’s image. It is difficult to determine whether or not the company is attempting to become cruelty-free for ethical, unethical reasons, or even a combination of both. L’Oreal is a well known company and they want to sustain their strong image, so they will do anything to eliminate negative feedback. It is important for a company to keep a positive image. For companies like L’Oreal, it is difficult to avoid being attacked as to how their products are tested because people will always find flaws. For example, if L’Oreal were to stop testing their products on animals, some people might question how safe it is to use the product if it was not tested properly. L’Oreal does indeed have the power to eliminate animal testing completely, but by donating money to end it they are improving their image and seeing how consumers will react. This may be the most beneficial option for L’Oreal because they are not completely eliminating their primary source of testing, but seeing how it will affect their company and how consumers will respond. Testing on animals is still unethical, but the company probably decided that by taking slow action, it would be most beneficial to the consumers and the company itself.  Although L’Oreal’s goal is to become cruelty-free by 2013, how will they test their products to make sure that they are safe for their consumers to use?

https://blogs.ubc.ca/arielliu/2012/09/12/loreal-donates-money-to-help-abolish-animal-testing/