GRAPHIC DESIGN
A vision of modern beauty transpired from the 30 interviews we conducted, always more inclusive and diverse. We found the symbol of this inclusivity in the L’Oréal archives. The circle, the “O” from L’Oréal and the shape of the very first ad for the product that gave the company its name: L’Or de L’Oréal, released in 1908. The strong personality was reflected in the primary colours. Bespoke fonts were developed to capture the L’Oréal voices. On top of the traditional serif and sans serif typographic expressions, we created a distinctive script font based on the founder Eugène Schueller’s own handwriting. A more contemporary look was strengthened through more authenticity in the imagery.