L’Oréal Paris x McCANN

As part of the Beauty Builders capstone, I worked on a semester-long brand strategy and integrated marketing campaign for L’Oréal Paris. Our team was tasked with developing a full-funnel campaign that reinforced L’Oréal Paris’ core message of self-worth while driving relevance among younger consumers in an increasingly competitive beauty landscape. The project was built around a simulated $5 million marketing budget, requiring strategic prioritization across channels, media, and activations.

My role focused on consumer and cultural research, creative strategy, and campaign development. We analyzed audience insights, competitive dynamics, and category trends to inform a concept rooted in nostalgia, emotional storytelling, and inclusivity. The final campaign translated these insights into a multi-channel plan spanning digital, social, experiential, and paid media, with budget allocations designed to maximize reach, engagement, and long-term brand equity.

This project strengthened my ability to think strategically at scale, manage budgets, and develop data-informed creative solutions for a global beauty brand while balancing brand heritage with innovation.