L'Oréal Paris
L'Oréal Paris is the mass market beauty brand of the L'Oréal group, selling hair colour, skincare and cosmetics in almost every country.
A fine high contrast serif for headlines with wide letterspacing, plain sans for claims and legal text. Claims are always footnoted.
retouch a result beyond what the product does
make a claim without its consumer test footnote
imply a single standard of beauty
Because you are worth it.
Assured and self possessed. Address the reader as someone who has already decided she is worth it.
People buying beauty products in supermarkets and pharmacies who want results they can see and claims they can check.
+Beauty as self worth
+Shades for every skin tone
+Claims backed by testing
×Shaming people into buying
×Retouching that lies
×One standard of beauty
would die on
Nobody needs fixing to be worth it.
