Trustworthy / tone of voice
PRODUCT TRANSPARENCY LEADS TO CONSUMER TRUST AND PROXIMITY.
As a science driven, leading brand in the beauty mass market, consumers have an expectation to trust us to deliver products which are not only advanced but safe. Ensuring this level of quality and safety is non-negotiable for us. It’s our duty as a brand to never take that consumer trust for granted.
Furthermore, we commit to building a transparent and approachable tone when conveying the expertise of our science. So even the most complex science is conveyed simply and where possible, is demonstrated and proven with real results.
This open approach means using simple language that speaks to everyone. Abstract words and theories have no place in our brand communications. To be tried and trusted we must continue to provide real and didactic explanations of what we do.
THE OTHER SIDE PLATFORM
We are committed to sharing information about our ingredients – how they work, where they come from and their safety. Through our dedicated online platform The Other Side we give consumers a look behind the scenes at the superior science behind our products, sharing details on what is inside our formulas, with more than 400 ingredient definitions, as well as data on the safety and environmental impact of our products, continuing to build the trust and proximity of consumers.
WOMAN TO WOMAN
L’Oréal Paris speaks to women as equals. An unspoken sisterhood which promotes an inclusive beauty led by and for women.
POSITIVITY
From a new product launch to a meaningful cause the brand is optimistic and uplifting. Beyond beauty L’Oréal Paris generates hope where there is fear, acknowledges those who feel invisible, imbues a sense of self-worth instead of doubt.
SOPHISTICATED
The brand captures an effortless Parisian elegance. More casually chic, than ever trying too hard. An irreverent wit. Cool, but not cold. Premium, never arrogant.
