The new L'Oréal ad is rooted in female empowerment — a marketing approach that has been growing in popularity parallel to the movement for equality.
The bold poster is quite clever and designed in partnership with McCann Worldgroup Deutschland. It calls attention to the fact that "91.4-percent of management and governing boards in Germany are made up of men." The message is shared in a very attention-captivating format. The L'Oréal ad has a bold red background, and the words 'This is an Ad for Men' inserted above in very big, capital letters. Of course, the marketing materials align with the essence of the company and the message to hiring more women in leadership roles is visualized through cosmetic products.