For over a decade, Laney College in California has faced repeated complaints and Title IX reports highlighting the neglect of its women’s athletic facilities, where broken, underfunded locker rooms have created unsafe and exposed conditions for athletes. Despite ongoing promises to renovate, funding has continually been redirected to other priorities, leaving women’s sports spaces overlooked and unprotected. L’Oréal steps in to fully fund and renovate the women’s locker room into a safe, functional, and empowering environment
L’Oréal products are integrated throughout the renovated locker room, giving athletes access to skincare and haircare both on and off the field, reinforcing care as part of performance and recovery. A dedicated “L’Oréal Locker Room” branded vending machine extends this access, offering beauty and self-care essentials
The “L’Oréal Locker Room” is a digital extension that shares highlights, documentation, and reporting on women’s sports, amplifying real stories from female athletes and female-led coverage both on and off the field. It captures performance as well as the environments athletes operate in, bringing visibility to what is often overlooked. Its purpose is to increase recognition, respect, and visibility in women’s sports while holding space for both celebration and systemic change.
The campaign uses OOH placements around high-traffic stadiums to drive audiences to a platform where they can watch and support women’s sports. The creative avoids framing women’s sports as “other,” shifting language and perception toward visibility, parity, and respect.
L'ORÉAL
LOCKER ROOM TALK REDEFINED
The BriefThe ConceptCourse: Creating Contagion
Role: Copywriter/Strategist
Reignite the original meaning of L’Oréal Paris’ “I’m Worth It” by creating a globally resonant campaign that uses beauty as a catalyst for empowerment, addressing a pressing issue facing women today and reinforcing their value, confidence, and place in society.
Move beyond telling women to fight for equality and start proving they're worth investing in. By restoring a neglected women's locker room and creating a platform dedicated to visibility, advocacy, and accountability in women's sports, L'Oréal demonstrates that women's sports and the women who play them are worth it.
