How to address gender equality and feminine empowerment in the most powerful way?
Since the briefing was to highlight L’Oréal on International Women’s Day in a relevant way, we decided to use all its strength as a respected beauty brand in Brazil, along with the power of its spokespersons, to reach as much people as possible with the most meaningful message: equality, inclusion and respect for all.
We wanted to talk with women engaged in feminine and minorities causes. An audience that only a fell brands succeed in establishing a connection. The reason for that is their critical and realistic behavior.
If Brazilian consumer struggles with representativeness and equality, we brought a story about the less represented female cluster now a days: a transgender woman.
We started to realize that was possible to bring the cause to all through a specific example. And that’s what we did.
On International Women's Day, L'Oréal launched a film about Valentina Sampaio’s true story, a transgender woman who would have her identity documents rectified. L’Oréal produced her new ID photo, portraying the woman she’s always been.
It supported this moment and empowered Valentina on her first official Women’s Day.