L'Oreal has moved away from its usual star-stuffed TV ads in its latest brand activity. It has created an online film to talk about its 'Beauty for All' brand manifesto for the first time.
The film, directed by Peter Lindbergh, is being seeded globally online and promoted on Facebook and YouTube.
Featuring people from around the world, the film aims to show how beauty means different things to different people.
In a statement, the brand says the manifesto film aims to show its strategy of “universalisation – globalisation but with clear respect for differences”.
"L'Oréal has been carrying on its great adventure and the mission it has set itself: to give the very best in beauty to all women and men on the planet. A noble, useful and exciting mission that the group wanted to express for the first time in a video.
“Through some of life's universal moments, it also expresses the power of beauty in its many forms and illustrates L’Oréal’s conviction that beauty is essential.”
Carat was appointed to handle L'Oreal's Australia media planning and buying account earlier this year, overseeing a budget of $30 million.
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