Goals and objectives
Beauty is often dismissed as superficial—reduced to makeup or retail aisles. This narrow view overlooks the profound influence beauty has on culture, identity, and society. L’Oréal Groupe, the world’s leading beauty company and parent to 37 iconic brands including Lancôme, L’Oréal Paris, Prada, YSL, and Valentino, serves 1.5 billion consumers across 150 countries with a shared mission: to create beauty that moves the world.
To reinforce this purpose, L’Oréal Groupe conducted the Essentiality of Beauty study, which revealed the universal role beauty plays in people’s lives. However, they needed a compelling way to communicate these findings and elevate the conversation—particularly among business leaders, policymakers, and men—audiences who typically do not engage with beauty-related content.
The objective was clear: to spark a bold, global conversation that redefined beauty as essential, influential, and far-reaching—without relying on traditional beauty imagery.
Surprising Insights
One of the most unexpected outcomes was the resurgence in popularity of host Isabella Rossellini. Coinciding with the podcast launch, her acclaimed performance in the Oscar-nominated film Conclave reignited public interest in her work. At age 72, she received her first Oscar nomination, drawing additional attention to the podcast.
Rossellini’s genuine enthusiasm for the project was evident. Without prompting, she promoted the podcast to her 1 million Instagram followers, praising the T Brand Studio team and sharing personal stories that deepened audience connection. Her involvement helped humanise the campaign and sustain listener engagement across all six episodes.
As a result, the campaign built a strong, engaged listener base. With such compelling results and growing demand, there is a clear opportunity to produce additional episodes and continue expanding the conversation around beauty’s evolving role in society.