Corporate Purpose Activation

A global beauty group launched its first corporate brand campaign in its history — with South Africa selected as the production location to bring the company’s purpose to life through powerful, locally grounded storytelling.

The campaign featured employees from across the business — spanning Research & Innovation, Operations, Marketing, Sales, and Manufacturing — sharing what purpose meant to them in their everyday work. These stories embodied the brand’s commitment to delivering beauty that is inclusive, responsible, and driven by a deep respect for individual identity, cultural nuance, and diverse needs around the world.

Filming and photography were conducted in Cape Town by a world-renowned photographer, with full coordination across casting, production logistics, agency management, and narrative development.

Impact
• Rolled out across 120+ countries, with subsequent locally adapted campaigns amplifying its global relevance
• Reinforced the group’s long-standing heritage in beauty through employee-driven storytelling
• Generated exceptional media visibility, achieving standout engagement across paid and earned channels
• Strengthened alignment between global corporate identity, employer brand, and internal culture through a unified, purpose-led narrative

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