L'Oréal: From vulnerability to empowerment – L'Oréal How cultural insight into female empowerment pointed the way for L’Oréal Paris to support and progress women globally

L'Oréal Paris, a personal care company, launched a worldwide campaign to embrace a modern and relevant expression of female empowerment in marketing, and understand needs and behaviours deeply to connect with women in a powerful and authentic way.

Summary

L'Oréal Paris has historically supported women's empowerment by adapting their brand message of being 'worth it' to reflect contemporary issues facing women. The brand recognised that 'Female Empowerment' has evolved in recent years, and that they too needed renew this purpose in an authentic way for a new generation of women. For that, L'Oréal Paris needed a true understanding of Female Empowerment around the world today.

Freemavens leveraged digital analysis through social and search data to unpack at scale and in detail the conversation around Female Empowerment in the US, France, Brazil, Saudi Arabia and Thailand. We used this...

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