The Untold Tales

To reclaim the radical meaning of “I’m worth it,” L’Oréal Paris reimagines iconic fairytale villains through a new lens. By revealing the “missing chapters” of their stories, the campaign suggests that what was once seen as villainy may actually reflect mature women going through menopause. The idea comes to life through OOH across London, accompanied by rewritten storybooks revealing these untold perspectives and access to L’Oréal menopause specialists. Online, the campaign hashtag invites women to share their own stories, giving voice to experiences that have long been left out of the narrative.