Femininity & feminism

L’ORÉAL PARIS CELEBRATES THE STRENGTHS OF FEMININITY

L’Oréal Paris is here to power women to feel stronger and more confident. Encouraging women to dare to be their authentic selves. To feel emotionally supported, but never to dictate what their beauty should be.

AS A BRAND WE BELIEVE TO DEFINE OR DICTATE FEMININITY WOULD BE TO LIMIT IT.

The beautifully complex, occasionally contradictory feminine attributes of being a woman.

To be both soft and strong. To have the courage to admit vulnerability. To be daring without being vulgar. To be gentle, yet endure so much. Independent and outspoken, whilst being compassionate and kind. To be successful, but retain humility. To experience the ebb and flow of self-worth and self-doubt.

Despite not enforcing a definition of femininity on women, as a brand we do imbue four brand character traits which increasingly resonate with the modern woman.

Demonstrates the genuine conviction of L’Oréal Paris that to be desirable, beauty shouldn’t be overdone, but truthful. We want to portray real, genuine women who remain their authentic selves.

Captures the brand’s historic attitude inherited from its founding adverts, encouraging women to dare to be themselves.

EMPOWERING

This refers to L’Oréal Paris’ overarching ambition to help women feel stronger and more confident. We want women to feel legitimate in whatever they do.

INCLUSIVE

Echoes the brand’s support of individuality, and its belief that beauty is too diverse to be limited to one type of physique. We want women to feel emotionally supported and we don’t dictate what beauty should be.