For over a decade, Laney College's women's locker room has remained neglected despite repeated Title IX complaints and promises of renovation. L'Oréal steps in to fully restore the space, creating a safe, empowering environment complete with integrated skincare and haircare products, plus a branded vending machine stocked with self-care essentials.
The L'Oréal Locker Room is a digital platform that amplifies women's sports through athlete stories, reporting, and advocacy. OOH placements around stadiums drive fans to watch, support, and engage with women's sports, shifting the conversation from treating women's sports as "other" to giving them the visibility, respect, and investment they deserve.
L'ORÉAL
LOCKER ROOM TALK REDEFINED
Role: Copywriter/Strategist
The ChallengeThe TruthReignite the meaning of "I'm Worth It" through a campaign that empowers women by tackling a real-world inequality.
Being told you're worth it means nothing if the world doesn't treat you like you are.
The IdeaTransform words into action by investing in women's sports by restoring deteriorated locker rooms, increasing visibility, and proving that women athletes are truly worth it.