L'Oréal and Fondazione Umberto Veronesi for Cancer Research have a long term partnership. The company supports female cancer research.

The brief was to activate people to support the partnership and help raise the awareness of the Fondazione Veronesi itself.

Objectives were to reach 300k euros and spread the news about the support.

If everyone hates their wrinkles, why not donate them to the ones who'd love to have them? Women fighting cancer.

For the first time anti-aging products help other women age. Because with every purchase of a L'Oréal skincare product 50c will be donated to Fondazione Veronesi for Cancer Research.

Italy has Europe's lowest research budget on scientific research but is one of the biggest spender on beauty products.

Because everyone hates wrinkles, so let's donate them to women who'd love to have them.

General Population with specific address to L'Oréal Paris skincare consumers (women 35-65). Insitutions, Fondazione Veronesi donors and contacts, Academic world, Journalists.

The campaign started with a POS activity pushing the tactical message supported by an emotional print campaign. As a second step the involvement of the Accademia di Brera of Fine Arts gave a boost to the campaign specifically in the area of Milan (where the Fondazione Veronesi works and has the most stakeholders).

STEP 1 AWARENESS (OCT 2019) / PRINT: A print campaing featuring the beautifully ageing faces and testimonies of cancer survivors encouraged women to contribute and donate their wrinkles by buying a L'Oréal Paris skincare product.

STEP 2 CONSIDERATION (4-8 NOV 2019) / Live Event: to draw attention and spark conversations we partnered with the prestigious Brera Academy of Arts and organized an exhibition of works of art where wrinkles became the symbol of the resilience of our cancer survivors. Art students talked with female cancer survivors a created wrinkles inspired works of art. Exhibition took place in the fourth week of campaign in Milan with huge media coverage.

STEP 3 CONVERSION (15 OCT- 30 NOV 2019): point of sale materials invited women to buy a L’Oréal Paris to donate their wrinkles.

SCALE: NATIONAL

TV media audience 500k

Print earned media value 250k

Online earned media value 110k

12 mio impressions

2,7 M organic reach

Over 350K donated to Fondazione Umberto Veronesi exceeded target by 50k

In the stores where the project was activated we had extraordinary results:

+ 32,1% L'Oreal Paris skincare sales

+ 34% record market share ever (+ 5pts )