Today, a single photo can be enough to ruin a woman’s life — causing psychological trauma and damaging how she is seen by her family, colleagues, and society. With the rise of AI, doing this has become easier than ever. 98% of deepfakes are pornographic, and 99% of those depicted are women.
Problem
Today, telling women they are worth more is no longer enough. How can L’Oréal Paris turn its most iconic message from words into a real tool for protecting women’s worth in the digital age?
Solution
The Face of L’Oréal Paris is a campaign that allows every woman to officially become a face of the brand. By signing an agreement, she grants L’Oréal Paris the rights to use her image as part of the campaign. As a result, any unauthorized use of her face including in deepfakes also becomes an infringement of the brand’s rights. Because every woman is worth more than being reduced to a deepfake.
Results
The Face of L’Oréal Paris gives new meaning to the brand’s iconic slogan. Instead of simply speaking about women’s worth, the campaign turns the brand’s influence into an additional tool for protecting it.
