Javier Bermeosolo (L’Oréal Group Chile ): “Ethics is not a limitation but a key differentiator”

LEADERS LEAGUE: What are the core priorities in your role, as you see it?

Javier Bermeosolo: As legal director, my primary responsibility is to ensure that L'Oréal Groupe in Chile operates within the strictest legal framework and adheres to its unwavering ethical commitment. This involves anticipating potential risks within a complex and constantly evolving local regulatory landscape. 

This responsibility is intrinsically linked to my commitment to be a strategic business partner and enabler. My role extends beyond merely ensuring compliance; it involves providing proactive legal advice that empowers the company to innovate and grow responsibly. Therefore, a key priority is to actively participate in strategic discussions, supporting the achievement of business objectives always within ethical and legal boundaries, thereby facilitating informed and secure decision-making. 

L’Oréal has demanding global standards of ethics and compliance. What are the main challenges in adapting this international framework to the regulations and operational reality of the Chilean market? 

In a constantly unstable and evolving environment marked by continuous legal changes, our global standards of ethics and compliance serve as our compass. We firmly believe ethics is not a limitation but a key differentiator. My core function is to ensure L'Oréal Groupe in Chile consistently acts legally and ethically, thereby upholding our esteemed global reputation. This commitment becomes particularly challenging in an industry where new competitors don't always operate under the same high standards. A clear example of our unwavering integrity is the decision not to use AI-generated human images for product results. While the world increasingly embraces AI, this reflects our profound determination for integrity and transparency, safeguarding the consumer trust we have diligently built.

 Product safety and quality are non-negotiable priorities for L’Oréal

In a highly regulated industry such as cosmetics, what mechanisms do you use to ensure regulatory compliance in areas such as product safety, advertising claims and consumer relations? 

At L'Oréal Groupe, the safety and quality of our products are an absolute priority, backed by rigorous internal controls. In fact, we conduct up to 100 quality checks on finished products before they reach the consumer.

Advertising must also be consistent with this commitment. Therefore, we ensure that our advertising claims are always truthful, scientifically backed and transparent. Each claim is carefully reviewed and validated by our regulatory and legal departments, guaranteeing that it is supported by scientific studies and research and that it meets the highest advertising standards. This strict adherence not only ensures the veracity of our communication but also reflects our deep ethical commitment to the consumer.

Digitisation and e-commerce have expanded the map of legal risks. Which emerging issues ‒ such as data use, influencers, or digital advertising ‒ are demanding greater attention from compliance? 

We know that AI offers undeniable benefits, but it also carries significant risks that we cannot ignore, particularly in highly sensitive areas such as data privacy and intellectual property. 

Moreover, the entry into new digital sales channels presents a series of advantages and, simultaneously, risks that we must manage. It is crucial to prevent us from falling into practices, especially algorithmic ones, that could signify a deviation from our non-negotiable standards.  

In this context, my responsibility is fundamental: I must remain vigilant about this evolution, staying at the forefront to proactively educate our teams and the various functional areas of the company. This ensures an adequate use of this technology, allowing us to leverage its advantages without exposing ourselves to obvious or even implicit risks.