Background:

L’Oréal Paris stands for female empowerment. The company’s gender diversity is frequently recognized and rewarded with international awards. Right now L'Oréal Paris has even more women than men in their managing board and executive positions.

Brief:

L’Oréal Paris wanted to make a tensionable impact on gender equality, being aware of the responsibility a brand has that stands for female empowerment. Perceived as the most important issues facing women and girls in Germany are equal pay and equal career opportunities. With men being still perceived as superior leaders and dominating the management and executive boards with 91.4%.

L’Oréal Paris started a data and research project dedicated to find evidence of women being equal to men when it comes to leadership skills. What they uncovered: women are even better. So, instead of advertising its female empowerment commitment L’Oréal Paris took action and transformed their believes into a business advice that target men – the decision makers of companies. Talking to them about the only data relevant to companies, dry facts and figures that drive the success of businesses. This visualised information was published in manager magazines and economic online news. Making hiring women for leadership positions more attractive.

Cosmetics empower women and give them confidence. That’s why the campaign’s design consists solely out of L’Oréal products, showing the beauty behind a more equal gender diversity in leadership positions. The infographics are eye-catching and easily understood. The contrast between bold headline and high-fashion visual was designed to draw the attention of those with gender bias, displaying a reversed stereotype that is only explained after reading the message. Additional elements to highlight the achievements of female leaders are gold – a female element that’s extremely valuable, just like more women in leadership roles.

The campaign achieved with a small budget over 5 million gross reach, got picked up around the globe by business forums and news and multiplied the paid digital reach of 150,000 by 1003% through social reactions. Our digital ads achieved a 20% higher viewability than average in Germany. Many equality networks and communities shared and supported the message on their channels, causing a spill-over effect of their positive image to L’Oréal. But more importantly, the campaign reached 1.8 million business leaders directly and fuelled discussions on career networks with massive reactions from global HR directors, business consultants, board members and employees. Bringing companies one step closer to hire more women in leadership roles.