Redefining L'Oréal China's Corporate Identity on Douyin.

The Strategic Approach

Humanizing Corporate Voice Through Real Storytelling

We strongly advised against using traditional commercial advertising on Douyin. Instead, LEAP Strategy designed a highly authentic content matrix. We opened L'Oréal's corporate doors to reveal behind-the-scenes office life at the Shanghai Headquarters, presented deep-dive career advice from directors, and captured the raw, coveted experience of L'Oréal interns. By framing the company through its people, we turned L'Oréal's corporate account into an open, aspirational window.

This humanized content strategy allowed L'Oréal China to establish unparalleled authority during key campus recruitment cycles, while naturally highlighting L'Oréal's sustainability and technology pillars. Rather than chasing short-term ROI of a single product, we successfully invested in long-term corporate brand equity, making L'Oréal China the most-admired employer on Douyin.