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T H E  C H A L L E N G E

So, you’re the world’s number one cosmetics group. You have 32 international cosmetics brands, and you’re one of the UK’s biggest and best graduate employers. There’s only one problem. A lot of graduates – and men in particular – see you as ‘just a make-up company’, where your appearance matters more than your intellect. So, how do you solve that problem in a graduate campaign?

T H E  S O L U T I O N

We needed to surprise students with L’Oréal’s major brands. Make them sit up and pay attention to the facts of a phenomenally successful business. Make them see that this is about more than make-up – this is about international prosperity.

The central artwork of the campaign, Start your L’Oréal adventure, captured both male and female graduates in motion, and acted as a call-out for the company’s most iconic brands. It featured across print Ads, Banners, and in our Content on the new L’Oréal international careers site.

In our Brochure, we created literature that told a story, taking graduates on an adventure with us. The manifesto, opening the brochure and inspiring the tone of voice for all materials, brought out the key facts of a world number one business.

From Ralph Lauren to Giorgio Armani, L’Oréal’s iconic brands held major appeal, and needed to be more prominent. Our Brandsnap Game – an attractive on-campus piece – did just that, providing an excellent opportunity for data capture.

T H E  R E S U L T S

The combination of multi-channel approach both on and offline has significantly increased the quality of applications. We have seen 55% more applicants progress to telephone interview stage, which has resulted in a success rate of 63% at assessment centre, compared to 50% last year.

Historically hard-to-fill roles such as Finance, Supply Chain and IT have seen a dramatic increase of 115% in applications from 1,325 to 2,853, demonstrating a better targeted campaign focused on technical roles.

Our campaign has also successfully attracted more males to apply for our schemes. This year has seen an increase of male applications across our schemes, with a 50:50 split across both our summer internship and management trainee schemes.

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