Summary
I decide my worth, not you. WOMEN'S WORTH IS MEASURED BY THE RIGID REGRESSIVE YARDSTICKS DEFINED BY SOCIETY But today women rejected these norms and decided their own criteria for measuring worth
Challenge
THE CHALLENGE - While the older consumers remained loyal to L'Oréal, it was the younger demographic that posed a challenge. These younger consumers recognized the science and effectiveness of L'Oréal's products, yet they lacked an emotional connection to the brand. Younger consumers, especially Gen-Z, are more open to trying new products and brands. 82% of Gen-Z shoppers want a brand's values to align with their own, emphasizing the growing importance of brand authenticity and alignment with consumer beliefs. The strategic challenge that stemmed from this business situation was multifaceted. The objective therefore was to - NOT ONLY RETAIN MARKET SHARE BUT ALSO REESTABLISH EMOTIONAL CONNECTION WITH CONSUMERS, PARTICULARLY THE YOUNGER DEMOGRAPHIC. Business objective - Deliver double-digit growth for L'Oréal - KPI – Growth in unit sales. Measured through internal sales and offtakes data
Objective
For half a century, L'Oréal embodied self-worth, but in our one-on-one consults with customers, we found that a disconnect existed between our message and the reality of Indian women. Our iconic tagline, 'You're worth it,' failed to resonate with Indian women, who were still battling persistent self-esteem issues. Enter 'I Know My Worth,' our campaign's dynamic reboot. It spotlighted fearless pioneers challenging societal norms, encouraging women to unabashedly embrace their self-worth. This revitalization boosted sales by a staggering 32%, significantly elevated our brand's empowerment and social sensitivity perception, propelling us towards a more equitable society, where self-worth knows no bounds.
Strategy
The insight - A woman's worth is measured by rigid regressive yardsticks defined by the society. The strategic idea - I decide my worth, not you! The approach - We launched the #IKnowMyWorth campaign that celebrated trailblazers defining worth on their terms, inspiring women to reclaim their self-worth unapologetically. 1. Inspiring through Worth Stories : The films celebrated trailblazing women who had carved their unique paths, reinforcing the message, 'I define my worth.' Through our collaboration with Humans of Bombay, we brought the stories of everyday heroes to the forefront. These stories served as powerful examples of resilience, motivating others to embrace their self-worth. 2. Building Social Currency: We encouraged women to share their personal stories, recognizing that these narratives held immense social currency. Through their shared journeys, women crafted an authentic mosaic of empowerment and self-worth, enriching the campaign. The campaign line 'Their words don't decide my worth, my words do,' is a resounding message to the naysayers and to society at large. The message is curated to serve as an inclusive invitation for women of diverse backgrounds to embark on a transformative journey of self-discovery and empowerment. It conveys the powerful idea that every woman possesses inherent worth and the autonomy to define it on her own terms, transcending societal judgments. This rallying cry inspired women to confidently reclaim their self-worth and celebrate their unique identities.
Data
We conducted internal workshops with our employees and external stakeholders like beauty advisors to help socialize the idea. We encouraged our own employees to come forward with their stories and inspire others. We invited our employees to nominate women they thought deserved to have their story featured on the Loreal page. It made a virtuous cycle of women nominating women and helping them realize their worth.
Solution
Results
The campaign resonated profoundly, resulting in a staggering 32% growth in sales, a remarkable testament to its effectiveness. A 10% increase in market share further solidified the brand's position, cementing its place as a leader in the professional services landscape. In a single year, the brand catapulted from #8 in 2021 to #4 on the Brand Equity Index. The Skin Genius Tool witnessed a three-fold increase in traffic, while distribution of 400,000 e-commerce product samples and the collection of 3.4K reviews for a new product launch emphasized the campaign's digital prowess.
