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Case study summary

The Goal

TRANSFORM L'OREAL'S MEDIA APPEARANCES INTO POWERFUL BRAND-BUILDING OPPORTUNITIES. MOVE FROM INCONSISTENT MESSAGING TO STRATEGIC COMMUNICATIONS THAT CONSISTENTLY ENHANCE THE BRAND'S REPUTATION AND MARKET INFLUENCE.

KEY PLAYERS

L'OREAL'S BRAND REPRESENTATIVES AND SPOKESPERSONS—PROFESSIONALS RESPONSIBLE FOR COMMUNICATING THE COMPANY'S VISION AND PRODUCTS TO MEDIA OUTLETS AND THE PUBLIC. THESE TALENTED INDIVIDUALS NEEDED TO EVOLVE FROM COMPANY EXPERTS INTO POLISHED MEDIA AMBASSADORS WHO COULD REPRESENT THE BRAND WITH CONFIDENCE IN ANY SITUATION.

CORE CHALLENGES

MEDIA OPPORTUNITIES WERE FALLING SHORT OF THEIR POTENTIAL. DESPITE STRONG PRODUCT EXPERTISE, REPRESENTATIVES STRUGGLED WITH MESSAGE CONSISTENCY, ON-CAMERA PRESENCE, AND HANDLING CHALLENGING QUESTIONS. WITHOUT PROFESSIONAL MEDIA SKILLS, VALUABLE EXPOSURE OPPORTUNITIES RISKED UNDERMINING RATHER THAN ENHANCING THE BRAND'S REPUTATION.

THE OUTCOME

L'OREAL'S REPRESENTATIVES NOW APPROACH MEDIA APPEARANCES WITH STRATEGIC FOCUS AND CONFIDENCE. THEY'VE MASTERED THE ART OF DELIVERING CONSISTENT, COMPELLING MESSAGES THAT STRENGTHEN BRAND IDENTITY WHILE PROJECTING THE POLISHED PRESENCE THAT BUILDS CREDIBILITY.

THEIR ENHANCED MEDIA SKILLS CONSISTENTLY TURN EVERY INTERVIEW INTO AN OPPORTUNITY FOR POSITIVE BRAND IMPACT.

The Plan

CRAFTING A COHESIVE BRAND NARRATIVE

PROJECTING POLISHED PROFESSIONALISM

MAINTAINING MESSAGE CONTROL

MAXIMIZING MEDIA OPPORTUNITIES

OUR APPROACH

PHASES

Moxie's expert-led training helped L'Oreal's representatives transform their media appearances into strategic brand-building opportunities that consistently enhance reputation and influence.

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4 DEVELOP MESSAGE ARCHITECTURE

Teams discovered how to create cohesive messaging frameworks aligned with brand identity. They learned essential techniques for identifying key points, crafting compelling soundbites, and tailoring messages for different media contexts while maintaining brand consistency.
Participants developed the skills to project confidence and authority on camera. From vocal techniques to strategic body language, they learned to transform nervous energy into a compelling presence that enhances credibility and brand perception.
The focus shifted to maintaining control during difficult interviews. Representatives practiced anticipating tough questions, crafting strategic responses, and using bridging techniques to pivot back to key messages without appearing evasive.
The final phase centered on systematic media preparation. Participants created personalized preparation routines that ensure consistent excellence across all media formats, from broadcast interviews to social media appearances.

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BREAKTHROUGH MOMENTS

RESULTS

01

L'OREAL'S REPRESENTATIVES NOW DELIVER COHESIVE, STRATEGIC MESSAGING THAT STRENGTHENS BRAND IDENTITY ACROSS ALL MEDIA CHANNELS. THEIR MASTERY OF MESSAGE ARCHITECTURE HAS DRAMATICALLY IMPROVED BRAND CONSISTENCY, CREATING CLEARER AUDIENCE UNDERSTANDING AND STRONGER MARKET POSITIONING FOR THE COMPANY'S DIVERSE PRODUCT LINES.

BREAKTHROUGH MOMENTS

RESULTS

02

POLISHED ON-CAMERA PRESENCE HAS TRANSFORMED MEDIA APPEARANCES INTO POWERFUL BRAND ASSETS. REPRESENTATIVES CONSISTENTLY PROJECT CONFIDENCE AND AUTHORITY THAT ALIGNS WITH L'OREAL'S PREMIUM MARKET POSITION, FOSTERING AUDIENCE TRUST AND REINFORCING THE BRAND'S INDUSTRY LEADERSHIP.

BREAKTHROUGH MOMENTS

RESULTS

03

STRATEGIC QUESTION MANAGEMENT HAS REVOLUTIONIZED HIGH-STAKES MEDIA SITUATIONS. BRAND AMBASSADORS NOW NAVIGATE CHALLENGING INTERVIEWS WITH COMPOSED EXPERTISE, MAINTAINING CONTROL OF THE NARRATIVE WHILE SEAMLESSLY RETURNING TO KEY MESSAGES THAT ADVANCE BRAND OBJECTIVES.

BREAKTHROUGH MOMENTS

RESULTS

04

THE IMPACT EXTENDS BEYOND INDIVIDUAL APPEARANCES—L'OREAL HAS CREATED A MEDIA EXCELLENCE CULTURE THAT ELEVATES THE ENTIRE ORGANIZATION, FROM ENHANCED BRAND REPUTATION TO IMPROVED AUDIENCE ENGAGEMENT AND ACCELERATED BUSINESS GROWTH THROUGH CONSISTENTLY STRONGER MARKET COMMUNICATIONS.

MOXIE INSTITUTE SERVICES

OUR IMPACT ON L’OREAL

Our Media Training workshop successfully empowered L'Oreal's representatives to:

DELIVER COMPELLING BRAND MESSAGES

PROJECT CONFIDENCE AND AUTHORITY

NAVIGATE CHALLENGING QUESTIONS

SEE WHAT OUR CLIENTS SAY

"THE TRAINER IS SO GOOD!"
Assistant Vice President, Skinceuticals, L'Oréal
Rachel Short
“Hi Moxie, I wanted to drop a note and let you know how impactful today’s training was. The amount of text messages I received during and right after speaks volumes! I received the following messages: “The trainer is so good! I love how relatable she is!” “I took 5 pages of notes, wow, she is so knowledgeable!” “I’m having so much fun!” “I want more trainings with Moxie” It was very beneficial and we are very pleased with the outcome. Thank you for your time, prep work, pre-call, and attention to detail. You nailed it!”
"THANK YOU FOR BEING FUN"
Founder & CEO, Point Focal
Thomas Dadmun
“Moxie’s Media Training is the best… Thanks so much for sharing your insight and improving my delivery. And thank you for being fun. Many people have connected with me since I spoke and the presentation produced new business opportunities. Thank you!”
"I CAPTURED THEIR IMAGINATION"
CEO, Patra Corp
John Simpson
“I can definitely say because of your media training, I performed better on my interviews. I asked appropriate questions to the reporter, I made sure to give them examples and I captured their imagination. Thanks for all your help and I look forward to learning more.”
"I LOVED IT"
Founding Partner at AOT Projects
Konstantin (Kosta) Elchev
“My panel discussion went great and it was super fun. Roughly 1,200 people in the audience and I got the closing spot on the line up. Before working with Moxie, I would have two or three people come up after my panels and talks. But, for this one, a line formed of people waiting to chat with me. I loved it! Thanks for getting me prepped and making it a piece of cake.”
"WANT TO DO THIS AGAIN"
Universal Hospital Services, VP Communication and Investor Relations
Kate Kaiser
“We cannot thank Moxie’s media training enough for their EXPERT coaching and encouragement. We got such a kick out of working with you Moxie, and now we’ll always be better presenters and performers because of you. We reflected on your guidance many times throughout the week (be present! have fun! one story at a time!). You were spot-on when you said we’d want to do this again!”