Mirror, Mirror, by the Stall

Strategy: Nowadays, women are so drowned in feel-good marketing that L’Oréal’s iconic brand claim, “Because You’re Worth It” gets diluted. Therefore, we need to restore the claim’s true meaning to remind people that L’Oréal is not just another performative brand.

Insight: In a woman's most vulnerable moments, there is nothing more uplifting than affirmation from another woman.

Idea: Mirror, Mirror, by the Stall

L'Oréal reminds women they're worth it in the moments when they need it most by leveraging their go-to safe haven: public restrooms.

We installed smart mirrors in public restrooms that, upon tapping "I'm worth it," play videos of women complimenting each other.

Once people receive the message, they are prompted to pay it forward by recording a video for the next person.