Meet Raffaella, From Ballerina to Haircare Marketing Manager

Ever wondered what marketing and dance steps have in common? Well, the answer is the creative inspiration. Raffaella, Marketing Manager for Haircare at L’Oréal Paris, has leveraged her creativity in both those disciplines throughout her life.

In fact, our culture at L’Oréal is based on creativity and a sense of beauty. Our marketing teams live out these values every single day, by pushing back the boundaries of traditional marketing strategies with genuine creativity. Their mission? Create personalized brand experiences online and offline that put our customers at the heart of our brand story.

For Raffaella, there is no one right way to make things happen; it’s all just a matter of vision, motivation, passion and resilience. We caught up with her to hear all about her experience so far as a Marketing Manager in Italy.

How did you choose to do marketing?

Where did your L’Oréal story start?

“Good things come from big dreams! — that’s my motto”

What do you like the most about your job?

What makes marketing unique at L’Oréal?

Tell us about a cool project you’ve worked on!

For the local campaign, the concept was based on the idea that every woman can express herself in any way she feels more confident, beyond stereotypes and models. That’s why we called the campaign “Capelli come voglio” — which translates to “Hair like I love it”. I wanted to promote the diversity of Italian beauty, through women with different personalities, to inspire and empower both current and new generations, by using a tone of voice that is closer to their actual life and needs.

Miriam Leone for L’Oréal Paris Elvive

How is marketing — and specifically your job — evolving?

This also means that, when we market our products, we should promote diversity, focus on the local aspect, despite being global brands, and be more empathetic towards our consumers, in order to improve their experiences. If I translate these needs into my job, this implies that every decision I make has to be realistic, trustworthy and reliable: from in-store activations to media strategies, all the way to product claims.

How important is digital in marketing?

Today the biggest challenge is to establish a 1:1 relationship with your individual consumers. They are more knowledgeable about brands, products, prices and formulas than ever before. In this sense, digital has become a key lever in the marketing mix, to activate with the available online tools, to offer the right message through a wide variety of tailored content to potentially infinite targets. Precision advertising, programmatic, analytics are just some of the tools we use to understand and communicate better with our audiences.

What did you learn from working at L’Oréal?

What is your proudest achievement?

The best advice you’ve ever received? — “Do what makes you smile, and your eyes shine!”

How do you love to spend your free time?

Fun fact about you?

The funny thing is that I became obsessed with mirrors; I have mirrors everywhere at home, in my bag, even in my office. And since I also happen to be a perfectionist, I literally can’t go more than 1 or 2 hours without checking my hair and makeup!

If you’re an impact seeking inventor, a driver of disruption, join us to lead the Beauty innovation to the next level