No promises of youthfulness. No impossibly flawless face. L’Oréal’s new campaign by BETC Corporate offers youthful beauty for the planet.
The striking campaign by BETC Corporate, Join the Refill Movement, is both an invitation to join for its audience and a manifesto on behalf of the company. Its expression isn’t wildly creative, but its art direction is. The campaign is worldwide, multi-brand and multi-category – another first for L’Oréal, uniting brands such as Yves Saint Laurent, Prada, Lancôme, La Roche-Posay,Kérastase, L’Oréal Professionneland L’Oréal Paris to promote refillable beauty as a desirable beauty ritual.
The might of numbers by combining brands adds expression to a campaign that isn’t wildly creative. But its art direction is. The campaign delivers a bold message through its visually militant and stylish aesthetic. In the campaign film, each key visual features a raised hand – adorned with nail art, bold jewellery, tailored pieces, and holding a refillable product – evoking both pride and protest. The handwritten, paint-like typography of Join the Refill Movement aligns it with the urgency and passion of activist posters and cultural movements. By merging luxury codes with sustainability call-to-action, L’Oréal and BETC Corporate proves that refillable can be both responsible and desirable.
Stills were captured by photography duo, Studios Mimi; the film directed by Paul de Chassy.
“It’s the beginning of a virtuous movement – to more brands, more believers, and to everyone who knows we shine even brighter when we care for our planet,” stated Mercedes Erra, BETC Founder.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to JoinThe Refill Movement,” added Blanca Juti, chief corporate affairs & engagement officer at L’Oréal. “We’d love consumers around the world to experience how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines.”
Rolling out across digital, social, and in-store platforms in many countries, the campaign educates consumers on the simplicity and benefits of refilling, encouraging everyone to adopt refillable products as a new beauty standard.
For L’Oreal, the world leading beauty company, this campaign is the first global multi-brand, multi-category, multi-channel campaign.
Credits:
Client: L’Oréal
Client Team: Cyril Chapuy, Natalia Noguera, Marie-Pia Schlumberger, Léa Bombart, Iryna Nazaruk, Domitilla De Luca Bossa
Creative Agency: BETC Corporate
Executive Creative Director: Florence Bellisson
Creative Director & Copywriter: Damien Bellon
Art Directors: Valentine Rivière, Corentin Rivière, Margot Sallé
Art Buyer: Isabelle Mocq
Music Creative Director: Adam Ghoubali
Strategic Planners: Lou Saillard, Louis Le-Diberder
Creative Resources Coordinator: Anne Guillaume
Producer: Elise Laubie
Account Team: Mercedes Erra, Jean-Charles Caboche, Clément Boisseau, Lucie Munsch, Annabelle Rossi, Anaïs Garreau, Léopold Berges
Production Company: Prose On Pixels France
Agency Producer: Gwendoline Burel
Director: Paul De Chassy
Retoucher: Adrien Benard
Photography: Studio Mimi
Post Producer: Christelle Prudhomme
Print Producer: Veronica Lachenal
Stylist: Dabby Naval
Music: Rattlesnake By Epic Tribal Beats 2
Music Composers: Adele Roberts, Sacha James Collisson
Music Publishers: ZFC Music
