CODE FOR THE PROTECTION AND INCLUSION OF BLACK CONSUMERS

L’Oréal Luxe literally wrote the new rules of retail to reduce racist incidents. We established 10 definitive anti-racist standards backed by data and testimonials, including: mandatory racial-literacy training, prompt-service protocols, strict rules for bag searches, and ensuring free circulation and product availability. The breakthrough lies in "hacking" a mandatory Brazilian retail tradition: the legal and mandatory Consumer Protection Code, a book on the counter of every store. By using luxury aesthetics to house a legalistic necessity, we captivated C-level leaders and pressured the market to join the rules. What started in the luxury sector has already scaled to major retailers across multiple industries. Advertiser: L’Oréal Luxe Agency: Beta Collective Creative Director: Guilherme Cruz and Bernardo Tavares Art Director: Guilherme Cruz and Marcelo Monzillo Copywriter: Thássio Reis and Bernardo Tavares Graphic Design: Guilherme Cruz, Marcelo Monzillo and Vitória Melissa Content: Black Sisters in Law, Estúdio Nina, MOVER, Thassio Reis, Bianca Ferreira, Eduardo Paiva, Cirleide Bonfim, Dione Assis, Gláucia Morais Illustration: Mulambö Editing ans Motion Graphics: Rodrigo Aranha Proofreading: Lua Onawale and Nazaré Mota de Lima Graphic Project: Produceria Producer: Sid Fernandes Approvals: Bianca Ferreira, Eduardo Paiva, Cândida Andrade, Andrezza Buzzani, Yan Gomes and Sandra Gebara Video: Muuvies DOP: Victor Miraglia Photographer: Mathaus Heringer Sound Production: Pingado Áudio Music Direction: Will Bone Music Production: Lucas Sandoval Executive Production: Lu Novelli and Matheus Peres Translation: Pazetti Traduções