In a co-brading action, the brand’s influencers are on the cover of the magazine’s digital edition
The new edition of Marie Claire magazine, which will be launched this Wednesday (23), prints on the digital cover the influencers Gleici Damasceno, Gabi Loran, Maju de Araújo, Laura Brito and Nathalia Gibson, who represent the L’Oréal Paris brand. . The co-branding action seeks to reinforce the diversity and inclusion messages that the brand wants to convey.
According to L’Oréal, the influencers selected for the initiative are a reference in beauty and self-care and self-esteem themes. They also carry overcoming stories that tell about how they face challenges as black women (Laura Brito, Nathalia Gisbon and Gleici Damasceno), homosexuals (Gabi Loran) and people with disabilities (Maju de Araújo).
For Laura Parkinson, director of L’Oréal Paris in Brazil, the brand understood the urgent need to meet society’s demand, to respect all audiences, all women and is building its journey.
“L’Oréal Paris has always empowered women, maybe not with all these concepts that we have today, not looking so carefully at all types because the world didn’t. But positioning becomes important and beneficial when we are able to make what we bring in our advertising message tangible: female self-confidence, above all,” she explains.
Based on this understanding, the executive says that the brand’s main purpose is to create strong connections with its consumers. “Talking about inclusive beauty in a natural and true way makes us delve into the subject with great humility and our ambassadors have this role of transformation and education with us too. We have a responsibility to bring representation and inclusion in our campaigns to make people identify with what they are seeing,” she adds.
The action with Marie Claire also aligns with the attributes that L’Oreal wants to convey about a recent launch, the UV Defender Fluid SPF 60, which can be used by people with all skin types.
For Laura Ancona, editor-in-chief of Marie Claire, the co-branding actions bring gains for both the vehicle and the advertisers. “Marie Claire and L’Oréal Paris are partners in many projects – from fighting violence against women to releases with excellence and beauty – and this cover only came to crown this successful marriage”, she concludes.
