L'OREAL
(adjective): "made of gold", "golden", "adorned"
"i'm giving myself 6 months to get my body back"
This was just one of the many shocking but intriguing declarations made by my recently postpartum sister. But as I thought about it more and dug a little deeper, I realized how normal it is in our society to use phrases such as "bounce back" and "get my body back".
audience:
The “New Mom” feels pressured from all fronts to “bounce back” fast, but mostly from herself. She is living in a dichotomy where she wants to love her body but is dissatisfied with it.
insight:
“I wish my body would go back to what it was before”.
strategy:
By creating a positive narrative surrounding postpartum body image, L’Oreal will empower postpartum moms to love their body for what it is and what it has done.
social
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Recognized behavior among postpartum women
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Did a deep dive into research by conducting secondary and primary research
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Identified key insights
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Researched and identified brands that could have a voice in the issue (L'Oreal was chosen because of their authority in the beauty industry and room for taking a position on social issues regarding beauty)
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Developed a creative strategy
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Pitched the idea to the creative team
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Worked "in the trenches" with the creative team through completion