Title [MASC'24] NguyenHaiDuong_CaseIMC_Round1.pdf ✅

Brand Platform Evolving from L'Oréal Paris's "Because you're worth it," the "Women of Worth" platform honors women and empowers them to realize their potential. The "Chính Nữ" campaign continues this mission, promoting progressive feminism by encouraging women to be the main character and step into the spotlight. Its strength lies in fostering mindset of each individual in their community to nurture transformation. During their womenhood years, many young women are often told, "Girls have time", and as they near or pass 30 without settling down, they face the label of being "Time’s up". L'Oréal Paris is here to change that narrative, empowering women to take control of their own lifetime. Time isn’t up—it’s up to me! Yet, the fear of an invisible deadline, often seen as age 30, holds them back from pursuing their goals. This season aims to break that mindset, empowering young women to fully commit to their dreams. Season 3 of "Chính Nữ" targets women aged 22-35, who are early in their journey of womanhood. Though they may lack major achievements, they have big dreams and passions. The 6-month campaign, starting January 2025, centers on "Time's up to you," celebrating and empowering women while challenging limiting stereotypes. Campaign uses UGC content as a core strategy to build assets, create social buzz, and naturally engage the audience. Executive Summary Campaign Playground Execution Idea