L'OREAL Ad (USP)

by Jane Law Lee Bin (0334317)

(Source: Ads of the World)

Opinion

In my opinion, L’OREAL did a great job of delivering their intended message. As a cosmetic company that has mostly women in their targeted demographic, this ad shows that they support gender equality and believe that women should be able to have the opportunity in leadership positions. The idea of presenting hard data into visually striking illustrations is a smart choice as it is easily understandable here that profitability rises by 15% with 30% of the women in management positions. Moreover, L’OREAL incorporates its own products in the infographics to subtly promote their products as well. Not only does it help make the infographic eye-catching and stand out from its competitors, but it also helps with delivering their message effectively.

Copy Strategy

With this ad, L’OREAL showed support to their female audience. L’OREAL was empathetic to their female demographic with the way they write their headlines and body copy. They showed that they do care about an issue that has been pulling many women down. The short and direct sentences are clear and straight to the point. The message is also easily understandable and is doused with a touch of humor, especially to the intended audience of the ad- men. It gives a sense of empowerment with the use of the word ‘we’re’ as it lets the audience know that L’OREAL stands with them in the fight for gender equality. The color red integrated into this ad is extremely striking and immediately seizes the attention of people with its brightness. The use of L’OREAL’s own products in presenting their research provides an immediate and visceral connection between more women in the boardroom and a healthier balance sheet. It’s a clever way that doesn’t only promote their lipstick but also shows their commitment to gender equality. In a way, the ad is able to translate the message well while still capturing the brand’s essence.

Reimagined Copy

Headline: Men, listen up!

Body Copy: It’s time to let women lead. We’re just as good.

Reference

Coffee, P., 2019. L’Oreal’s Bold New Ad Campaign Has a Message for Men: Hire More Women. [Online] Adweek. Available at: <https://www.adweek.com/brand-marketing/loreals-bold-new-ad-campaign-has-a-message-for-men-hire-more-women/> [Accessed 6 September 2020].