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.

Corporate social responsibility
Female lifestyles & attitudes
Marketing to women
Diversity & portrayal in advertising
Data analysis
Luxury toiletries & cosmetics
Toiletries & cosmetics (general)
Thailand
France
Global
Brazil
Saudi Arabia
United States
Cultural influences & values
Social listening, real time research
Reporting research findings

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 to

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