Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Best Brands and Marketers – Communicate Online

Campaign: Sit Al Bait

Source: https://communicateonline.me/top-list/best-brands-and-marketers/

Goal: Reframe the term for housewife to empower women

Summary: L’Oréal Paris's ‘Sit Al Bait’ has evolved from an advertising campaign into an educational initiative that redefines the Arabic term for 'housewife' to 'Woman of the House'. Launched by FP7 McCann, McCann Paris, and Current Global MENAT, the campaign aims to empower women by integrating the revised term into educational materials in schools and institutions. The initiative has garnered over 42 million video views and more than 1,300 written responses from women in the region.

Singapore

L’Oréal names new SAPMENA chief digital and marketing officer, Lex Bradshaw-Zanger takes new role

Brand: L’Oréal

Campaign: Join the refill movement

Source: https://www.marketing-interactive.com/l-oreal-names-new-sapmena-chief-digital-and-marketing-officer-lex-bradshaw-zanger-takes-new-role

Goal: Scale regional marketing initiatives

Media: skincare, fragrance, makeup and haircare

Summary: L’Oréal has launched the third edition of its global 'Join the refill movement' campaign across the SAPMENA region, which includes several of its prominent brands, and announced the appointment of Marc Dicko as the new chief digital and marketing officer for the zone. This campaign aims to promote sustainability and innovation in beauty products and services.

beauty industry eCommerce L'Oréal marketing sustainability

Global

America’s 250th proves heritage marketing is for every brand

Brand: L’Oréal

Campaign: 50th anniversary of ‘Because I’m worth it’

Source: https://www.marketingdive.com/spons/americas-250th-proves-heritage-marketing-is-for-every-brand/828469/

Goal: Celebrate the legacy of a brand slogan and its connection to women's empowerment

Claim: Because I’m worth it

Media: Video spot, archival imagery

Summary: The article discusses how brands are leveraging heritage marketing during America’s 250th anniversary to enhance their narratives and build trust with audiences. It highlights L’Oréal's campaign marking the 50th anniversary of its slogan, featuring archival advertisements and connections to the women's empowerment movement, and emphasizes the importance of authentic content in establishing emotional connections and driving customer engagement.

brand legacy heritage marketing L'Oréal Women's empowerment