L’Oreal recently partnered with McCann World group Deutschland to create a new campaign. The campaign is titled ‘This is for Men’, the L’Oreal Paris This is for Men campaign calls for more women in leadership. The L’Oreal Paris This is for men campaign is a social media campaign. It uses humorous infographics to stand for female empowerment across the board.
What Inspired the L’Oreal Paris This is for Men Campaign
The L’Oreal Paris This is for Men campaign was inspired after the L’Oreal Paris team and the McCann team undertook in-house research. According to the research results conducted by the two teams, 91.4% of management and governing boards across Germany are comprised of men. This initial results sparked a wider investigation by the team about women in leadership roles across the country. Based on the results from the initial research and the wider research, L’Oreal Paris and McCann were inspired to create the L’Oreal Paris This is for Men campaign.
The Results from the Wider Investigation on Women in Leadership roles Across Germany
According to the results gotten from the team, they found out that though women in leadership roles were rare. Those in the leadership were very efficient, they significantly outperformed their male peers. According to the stats, when women occupy 30% of management positions for instance profitability was found to increase by 15%. It also revealed that female executives performed 24% above men in management reviews. The stats also showed that firms which employed more women leaders generated around 20% more patents per year.
About the L’Oreal Paris This is for Men Campaign
Using the results McCann and L’Oreal Paris created a series of gender stereotype reversal print ads. The ads were used to convey their findings to men in tongue in cheek fashion. According to McCann in a Facebook ad, to dramatise the facts, they created print ads that correct the perception of women leaders as less than men. The post also stated that they directed the ads to men to add a dose of humour. They also stated that they used L’Oreal products to build the infographics to make it more eye-catching.