Beauty — 2024
L'Oréal
Overview
A coordinated media relations push introducing three L'Oréal beauty lines across four West African markets simultaneously.
Insight
Regional press trusts locally-sourced editors, not a single continental spokesperson — the campaign needed four faces, not one.
Challenge
Each market had its own beauty press ecosystem with no existing relationship to a single regional campaign.
Strategy
Market-specific media ambassadors briefed from a shared narrative, released on a staggered four-week calendar.
Execution
Local press days in Lagos, Accra, Abidjan and Dakar, each producing market-specific coverage tied to a shared campaign hashtag.
Results
- 48
- Press Placements
- 4
- Markets
- 9.1M+
- Reach
Media Coverage
- BeautyMatterCultural intelligence as a growth strategy
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