Recreating L’oreal’s 2019 “Women in the leadership” campaign in 2023

By Digital Marketing 06/01/2023 2023, Advertising, Articles, copywriting, digital-marketing 0 Comments

L’oreal is excellent at marketing and putting its brand voice out. I tried to play with their 2019 campaign for women in leadership

This is their original Ad. Look how beautifully they have themed their core message, women in leadership, around the brand’s lipstick. Amazing!
The Headline is also Catchy and Polarizing.

Coming to the copy, they have put the benefit first i.e. The profit increases by 15% when women’s strength increases in executive positions.

The creative is in sync with the copy and does a commendable job to explain the campaign in simple, visual terms. Perfect!

Original Ad

I created the brief for copywriting by following the tips given by Mark Shaw, in his book about copywriting.

Brief:

Used for a campaign and not a standalone.
client expecting from the project and, specifically,from you?: prove that women are worthy of being in the leadership largely dominated by men.
Previous Marketing activity: Celebs showing their skin routing using loreal products.
Reason for the shift: To get the voice of our brand on the german women demographic by showing them as leaders

How does this campaign fit in with other communications from the client?
A Polarising campaign, attention-grabbing by strong Headlines. Copy states facts provided by the client and no-nonsense info, put together with great creative to generate logical supremacy. Creative design genuinely gives life to the copy and the brand.

Target audience: Women, women in power, men, men in power, young age girls, social activists etc.
Route used: social media and TV campaign

Type of people: Young and mature, above 18 or early 20’s women and men, Socially woke and want to change the world. Liberal thought process.

Draft Ideas:

Women can give birth to babies; why not companies? Don’t agree? Profit shoots as women leads
Qualities of CEO: Reliability, On-time delivery, Transparent, Foresighted, Teamwork.
Fighters who fight from their childhood against the social norms and if she breaks them and comes this far, trust me she’s a fighter
More empathetic. High EQ to support the emotional well-being of employees
Show yearly profit, total employees and Customers served by loreal which is a women-run Company!

Final Copy and Creatives made by me:

I’ve used the last draft idea here because generally your first three ideas are crap or fail at the creative design level. Hence, always start designing your creative after the first three ideas. It will make you think of ideas which go with your design too.