L’Oréal x The New York Times

Client: L’Oréal Groupe

Context & objective

Beauty is often perceived as superficial or limited to consumer products. This campaign aimed to challenge that perception by positioning beauty as a fundamental cultural, social and economic force.
This Is Not a Beauty Podcast is part of L’Oréal Groupe’s first-ever global brand campaign, developed in collaboration with The New York Times, and conceived as an audio-first initiative to share research-driven insights and shift the global conversation around the role of beauty in human life.

Role & Responsibilities

As Art Director, I worked on the concept, creative direction and design of the campaign, including:

  • Defining the global campaign concept and narrative.

  • Developing the visual and storytelling system for an audio-first campaign.

  • Designing cross-channel campaign assets.

Deliverables

  • Global campaign concept & creative direction

  • Podcast identity & visual system

  • Cross-channel campaign assets

Impact & key takeaways

  • Global campaign in partnership with The New York Times.

  • Audio-first campaign hosted by Isabella Rossellini.

  • Awarded Best Podcast, Best Cross-Channel Program by the Native Advertising Institute and Best Podcast at the Digiday Media Awards Europe.

Credits: Creative direction & concept in collaboration with T Brand Studio, The New York Times.