L’Oreal

Dentsu Z x RMIT

Dentsu Creative ANZ and RMIT have come together to immerse the next generation of creatives on a mock brief for L’Oreal. Giving each student a chance to nuance a hypothetical brief and ultimately pitch their work back to an expert DC panel, each presentation covered concepts, insights, executions and more. The learning experience will help build familiarity in the industry and guide their careers for years to come

L'Oréal is the biggest beauty company in the world, offering a wide range of innovative and high-quality products for skincare, haircare, makeup, and fragrance. But there are clouds gathering…

We are not recruiting under 35s as fast as we would like. How do we reinvent L'Oréal to be relevant and resonant with an u35 audience?

Backstory

GET beauty-loving Australian U35s

WHO percieve L'Oréal as dated, linked to an older generation

TO view L'Oréal as a brand tailored for them

BY reinventing the brand to instill a sense of personal worth and relevance

Challenge

Youths usually struggle with confidence and worth because they are intangible. We want to simplify this journey by encouraging people to join us, making confidence become tangible.

Idea

You know those days when you're lost and wish you had a bit of confidence to make it through? You might not know what to do, so you wear your favourite jeans, apply some lipstick, or fix your eyebrows. Suddenly, confidence doesn't feel so far away. They are just there, in those simple items.

Now, confidence is available to everyone.

Introducing L'Oréal - The Confidence Vending Machine.

Manifesto

PRELAUNCH

LAUNCH

GROUP

Duy Minh Tran - Strategist

Margaritha Jesslyn - Art Director

Sherlina Livianto - Social Media Planner