It’s not just about beauty

L’Oréal

Brief
MHP have worked with L’Oréal UK and Ireland since the beginning of 2016 to help drive its corporate brand reputation in the UK as a successful, responsible and forward-looking business

Strategy
MHP built a PR strategy focussed on driving media and consumer awareness around key company initiatives within two areas – use of technological innovation and support for causes embedded in the company’s DNA. Over the past 18 months, we have secured highly visible tier 1 media coverage around global announcements including wearable tech, 4D hair and a Smart Hairbrush, all driving the message of L’Oréal as being at the cutting edge of science and innovation in the cosmetic industry. In addition, we built campaigns around L’Oréal’s ‘For Women in Science’ programme in association with UNESCO and their partnership with the Prince’s Trust on the ‘All Worth It’ campaign

Outcome
In 2016, the UK was the best performing L’Oréal market for coverage of global initiatives, and there was a considerable improvement in L’Oréal’s independently measured reputation impact score for the year, with 133 pieces of national coverage and Twitter impressions of nearly one million easily surpassing KPIs. This momentum has continued into 2017, with great coverage including three front page stories in national newspapers.