The Challenge
Despite being the world’s leading beauty business, the L’Oréal Groupe had never properly defined or communicated its own identity and as a result, they were often globally confused with their portfolio brands, L’Oréal Paris and L’Oréal Professional.
L’Oréal turned to 8TH DAY to help them identify and develop their Group sense of purpose. This needed to communicate their core vision to the outside world, but at the same time, act as a rallying cry for people within the organisation – something to make employees proud to be part of.
The Unlock
We built an iterative process, speaking to financial journalists, internal stakeholders and consumers across markets to unearth a compelling story about the Group. What does it truly create, and how does this benefit the world?
We learned that we could make a virtue of the Groups size and how it leverages this to champion progress and creativity. This led to the tagline ‘Beauty that Moves the World’. An idea that combines values of progress and human connection – motion and emotion.
The Impact
‘Beauty that Moves the World’ has been rolled out across the entire business. It’s on the walls of every L’Oréal office worldwide and is the backbone of their corporate communications - from HR and external speeches, to sustainability initiatives. The new purpose has also inspired a new visual identity and empowered them to communicate as a unified group, not just L’Oréal.
