L'OREAL
The Research:
82%
of postpartum women said they had low self-esteem regarding their postpartum body.
Three most common words used by moms to describe their...
Pregnant Body:
Strong
Resilient
Capable
V.
Postpartum Body:
Large
Loose
Saggy
78%
of postpartum women said they had plans to return to their pre-pregnancy weight.
I'm giving myself 6 months to get my body back.
- Amanda
It's 9 months of growing a baby where everyone tells you how lovely you are and how you're glowing. And then afterwards, they're a bit like, 'Ew.'
- Leah
It feels like everyone is waiting to see if I will bounce back or not.
- Kaity
The Audience:
The Problem:
Consumer Insight:
Brand Insight:
New Moms in their twenties to mid thirties. Her body has changed so much during pregnancy and postpartum that if feels entirely foreign and she is uncomfortable and frustrated in her skin.
Society puts more importance on the appearance of postpartum women than on the amazing feat their bodies accomplished.
​
The New Mom feels pressure from all fronts (including herself) to physically "bounce back" from pregnancy, as if none of the immense changes her body went through ever happened.
The Strategy:
L'Oreal is a prominent beauty brand without a POV on a current cultural beauty issue.
By creating a positive narrative surrounding postpartum body image, L’Oreal will empower postpartum moms to love their current body for what it is and what it has done.
"
Creative Executions:
social
-
Recognized postpartum attitudes and behaviors
-
Conducting secondary and primary research to identify key insights
-
Researched brands that could have a voice on the issue––L'Oreal was chosen because of their authority in the beauty industry and room for taking a position on social issues regarding beauty.
-
Put together a creative brief and pitched it to the creative team
-
Worked "in the trenches" with the creative team to complete the campaign
My Strategic Process:
CREDITS
Strategist/Art PA: Lili Maero
Producer: Leah Nelson
Director: Josh Lee
Director of Photography: Liv Johnston
Art Director: Sarah Gledhill
Copywriter: Emily Vanderwerken
AWARDS
2021 ANDY's Shortlist
2021 National ADDY Gold Television Advertising
2021 National ADDY Silver - Copywriting
2021 District Student Best of Show
2021 District Gold ADDY's x2
2021 District Silver ADDY's
2021 Utah Silver Addy's x3: Copywriting, Art Direction, TV Single Spot
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