This Is An Ad For Men
Like this six-word story, copywriting tends to be concise, clear, attractive, and memorable. But can you guess what is advertising? Perhaps. Deconstruct the text, we know the target audience directly sends to men. The message is to recruit females in organizations with the tagline, “Hire more women for leadership roles. We’re worth it.” Obviously, the whole idea of it is to enhance female empowerment and their positions in workplaces. But what is the brand selling? Who they are? (Take a guess, still puzzling right? Let me beat around the bush, I will tell you later :))
While I saw a red palette with highlighted headline and slogan, I completely connected. I have been taught to seek girl power from my parents, teachers by continuously learning. I define girl power as confidence, strength, and also determination. In the real world, I recognize some specific jobs are mainly dominated by men, for example, high-paid technological industry, STEM fields. Why? Is it because of the stereotype of the woman as a weaker math ability? Women face pervasive structural, societal barriers that they are not equal pay and equal career opportunities, however, we both know we should not be discriminated against on our gender. Women should invest in advancing their education, re-skilling, and, most importantly, being proud of who they are unique and they can do EVERYTHING. I personally believe that empowerment can create any kind of future for yourself, gain confidence and thrive in this society, and open up so many doors. This good content impact on gender equality and empowerment of women truly resonates with me in uplifting my own power. Here’s my favorite inspirational quote from Michelle Obama and I think it is directly related to anyone who makes stronger and more confident in their life.
‘’Don’t be afraid. Be focused. Be determined. Be hopeful. Be empowered.’’ — Michelle Obama
The L’Oreal campaign for all men
L’Oréal, one of the world’s leading cosmetics brands, causes higher engagement with audiences through channels. But how? And why? Here’s the background for this campaign: they conducted research in Germany which showed that 91.4% of the management and executive boards are controlled by men. They started a project to find evidence and proved that women belong in leadership too and uncovered that women are even better. The creative ad perfectly integrates feminism with its beauty product. It’s brilliant to utilize lipsticks to imitate bar chats with statistics demonstrating how hiring women benefits organizations and the merits of female leadership. Illuminated the infographic turn out to that with women in 30% of management positions profitability increases by 15%. companies that employed more women executives generated approximately 20% more patents annually, and the female executives perform 24% above men in management reviews.
Emotion drives you to a very close relationship with consumers. L’Oréal shifts its ad strategy to emotional marketing instead of highlighting its products as the beauty brand that may beyond your expectation. L’Oréal has historically focused on its products in advertising, they now are looking at different types of communication that can trigger a profound impact on the community. First, they link to humanity and the social issue, such as gender that brings attention to either women or men to concern equality. As a result, the campaign reached a larger amount of business leaders and brought companies more closer to hire more women in leadership roles. It’s a bold action, however, it builds a positive image for L’Oréal because they stand up for women to obtain positions of power and support value in women. Besides, in branding scope, brand recognition accelerates prospects to differentiate the brand from others competitors and will be more likely to recall the brand when thinking of cosmetics and potentially make a purchase. Second, L’Oréal creates a thriving emotional branding strategy for a wide range of customers align with their six heart of vision: Passion, Innovation, Entrepreneurial spirit, Open-mindedness, Quest for excellence, and Responsibility. Regarding this campaign, L’Oréal supports female empowerment and this ad fits the brand’s overall brand story that they are open to every individual and believe in the importance of each talent.
The L’Oréal ad has gone viral all over the web. From statics, not only men and women multiplied the menages, there is over 5 million total reach, and 1003% visibility through social media. I believe one of the main reasons for it is because the content is worth sharing across social creations. Sending the positive message out to the globe could make a powerful and effective influence on our lives. L’Oréal’s shareable content speaks to women’s aspirations who equip strong compatibilities with innovation, workforce, communication, and they deserve leadership positions because WE’RE ALL WORTH IT!
