L’Oréal Paris

Building confidence, supporting self-expression

Challenge

L’Oréal needed a campaign to celebrate its role in helping young people to lead confident and balanced lives.

Solution

MHP majored on two key initiatives – a partnership with the Prince’s Trust and its Women in Science initiative – creating multi-channel programmes and working closely with social influencers to amplify each. To drive audiences to the L’Oreal website, we created agenda-setting research about girls’ attitude to STEM education and created a live debate around the results.

Execution

We scored successive front-page stories, landed major features on BBC News, all of which prominently mentioned L’Oreal’s commitment to promote healthier self-image among young people.

Influence

The campaign increased L’Oreal’s RepTrak impact score (which measures companies’ corporate reputation) by 10% to 75, significantly outperforming our target of 69.