L’Oréal
Turning the lens on those behind the best in beauty.
Across L’Oréal UK & Ireland, thousands of employees were being asked to deliver an ambitious 2026 strategy. We set out to galvanise the workforce by challenging the norm – shifting it from top-down town halls to something more personal, by turning the lens on those leading it.
Creative Director – McCANN
Campaign | Film | Event| Print
Background
As a large, established organisation, L’Oréal have seen their fair share of strategic initiatives. But in an ambitious year, they needed this one to land differently.
Our insight was simple – connect the leaders setting the strategy with those expected to deliver it. We created Lead The Way, a campaign that put leadership front and centre, making the Senior Leadership Team more visible, more human, and more accountable.
The face of commitment
Working with an established Vogue photographer, we created a shoot to capture the personalities of the people running the business – moving away from unnecessary C-suite polish towards something more personal, more real, and more human.
Each portrait was paired with a handwritten pledge – a personal commitment to how they would show up and contribute to the company’s goals. It made the strategy tangible, and gave people something they could hold leaders to.
Launch and embedding
The campaign launched through a gallery-style event, transforming the space into an exhibition of leadership. This was supported by office takeovers, desk drops and a wider programme of internal activity designed to bring the strategy to life across the business.
The result was a shift in how leadership was seen – less distant, more accountable, and easier for people to connect with.
