Women of Worth
CHALLENGE
Women of Worth, the key philanthropic arm of L’Oréal Paris, struggled for years with an outdated imaged and low engagement among younger women.
SOLUTION
We completely revamped the brand look and feel to be more impactful on social platforms, engaged L’Oréal spokeswomen to share their spotlight with each year’s class of extraordinary women, and created content to allow each woman to tell her own story.
Creative direction I Photo + video art direction I Content creation I Website design I Social media design
Photographers: Patrick Hoelck, Celeste Sloman
RESULTS
We saw a huge boost in engagement with Women of Worth on Insta and TikTok, increased traffic to the Women of Worth site and a robust increase in donations to the honorees’ individual foundations.
The previous look & feel below was emotional and elegant but didn’t gain traction on social among younger women.
A new logo, color palette and visual template tested well with a younger, more diverse cross-section of women. We rolled it out to the website, digital and social platforms, event design and all additional promotional materials.
