L'Oréal Paris: My First Women's Day

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Advertiser: L'Oréal ParisAgency: WMcCannCountry: Brazil

Objectives

L’Oréal is known worldwide as a brand with quality products, aspirational campaigns based on celebrities recommendations but also a growing loss of relevancy due to its lack of connection with consumers. This situation is even more radical in Brazil, where recession is deep and women are facing tough challenges to keep putting their money on beauty needs. Besides that, the huge refresh on the feminist debate is more than ever urgent and fundamental, since women in the country face one of the highest gender violence rates in the world...

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