L'Oreal Paris
Using a universalisation “Beauty for All” strategy, that respects differences in desires, needs and traditions globally, L’Oréal Paris had to be more diverse to survive in their new geographic zones around the world and to attract a billion new consumers.
Russia was one of its biggest market opportunities and they needed a team on the ground to create a campaign using culturally relevant beauty influencers with their personal insights, to be their ambassadors for the L’Oréal Paris brand.
Leading and working directly with the beauty-care team in Moscow and Paris, identified influencers for the brand and created advertising and communication that made L’Oréal Paris the number one selling haircare product in the region.