Citizen Day is a special day of the year when L'Oréal employees globally volunteer to help a social cause. Introduced in 2010, the initiative has enabled nearly 30,000 employees a year from nearly 65 countries to dedicate more than 1 million working hours to various causes. In 2023, the team in Bulgaria participated in the creation of the first river park in the centre of Sofia, showing that with a little effort it is possible to improve the condition of forgotten urban rivers and make them an active part of city life. The project is an initiative of the Kolektivat Foundation and in just one day, by cleaning, mulching and installing furniture, they together transformed the banks of Perlovska river into a functional place that will remain a legacy for the inhabitants of the city.

The project not only stimulates the social responsibility of L'Oréal employees, but also provides better living conditions for the citizens and visitors of Sofia, making the city a more sustainable and pleasant place for all. The target audience is reached through the active participation of employees in improving the urban environment and the partnership with NGOs.

Introduced in 2010, Citizen Day has become an annual company tradition in which employees participate in various solidarity initiatives. This day reflects the company's commitment to being socially responsible and aims to improve the community and protect the environment. Among the causes that L'Oréal employees in Bulgaria support are renovation of an accommodation centre for Ukrainian refugees; support for victims of violence and human trafficking; help for foster care and children in need.

During Citizen Day 2023 in Bulgaria, L'Oréal employees and the Kolektivat Foundation joined forces to transform the banks of a forgotten river in the center of Sofia into an active center for art and culture. In just one working day they managed to bring new life to the place, which is also one of the key areas for the annual national festival "Rivers of Sofia". With the active participation of 49 volunteers in cleaning and mulching the banks of the river (260 square meters), building various recreation areas, varnishing new wooden benches and decorating with decorative lamps, this once neglected space has become an integral and thriving part of city life where people can now gather, socialize and enjoy artistic and cultural events. Media coverage included 20 online publications, in key media such as BNR and BTA, with a total reach of 2,680,650, further highlighting the successful realisation and importance of the project to the community.

The project to develop Sofia's first river park has awakened public interest and inspiration for the possible future of Sofia's rivers, providing a new place for events and recreation for Sofia's residents. Proof of the initiative's success is the three-day the “Rivers of Sofia” 2023 festival, which took place on the banks of the Perlovska river, shortly after the improvement of the site, and welcomed thousands of visitors. The festival included music, film screenings, creative workshops, exhibitions, a charity bazaar and events for young and old. This event reminded us that there are living rivers running through Sofia that have the potential to bring joy to the city, and an example and incentive to create more such places in the city.