L’Oréal Paris Canada announces the appointment of Charlotte Cardin As a new ambassador to Canada and France, in a touching campaign celebrating self -esteem. Recognized for his bewitching voice and her eclectic musical style, Charlotte Cardin is one of the most celebrated artists in Canada.
“Charlotte embodies all the values defended by L’Oréal Paris: confidence, creativity and self -esteem without fears. We are delighted to welcome him to the L’Oréal Paris family, ”said Edouard HottebartManaging Director of L’Oréal Paris Canada.
In collaboration with McCann Montréal, Cult Nation et Denimthe brand is launching a striking campaign which reaffirms its mission: to invite women to claim their value with insurance, without compromise.
The flagship film, directed by Mathieu Fortin with André Turpin At the photo management, is a poetic visual work on introspection, resilience and emotional evolution. Through the intimate gaze of Charlotte Cardin, he reveals the quiet strength that shapes her art and his journey.
“This campaign talks about finding its value by silence the inner dialogue that brakes us,” explains Amber Cheklyassociated creation director at McCann Montreal. It is a vulnerable and refined study of its process: how doubt becomes clarity, how moments of silence reveal strength, and how self -esteem is reconquer. ”
The campaign started with a teaser On July 1, followed by the full film on July 2, and will be broadcast on the YouTube and Meta platforms, carrying a message of authenticity and emancipation to Canadian women.
This campaign is part of the global platform “Worth IT”, adapted to the Canadian market, with a local voice that resonates deeply. It follows the striking campaign of 2025 featuring Jessica Campbellfirst full -time assistant coach in the NHL. Like that of Jessica Campbell, this new chapter aims to inspire women through the country to silence doubt and fully embrace their value.
Credits
L’Oréal Paris Canada
Edouard Hottebart, Managing Director
Amelie Lafrance, director of brand commitment
McCann Canada
Celine Duval, principal vice-president, general manager
Jordan Doucette, Director of Creation
Amber Chekly, associate creation director
Pacha Ducharme, principal artistic director
Megha Kumar, principal designer-editor
Geneviève Mallette, a designer-French-speaking copywriter
Hélène Royer, Director of Senior Accounts
Natasha Turgel, account supervisor
Roy Khachan, main strategist
Deanna Krueger, principal producer
Production
Denim
Cult Nation
Laurie Chouinard, Management of artists and commercial affairs
Mathieu Fortin, director
André Turpin, director of photography
Alex Auray, executive producer
Sise Drummond, Productrice
Camille Cardin, editorial director
Maddy Denley, Director of Creation
Olivia Leblanc, stylist
Yola van Leeuwenkamp, Scénography
Archetype
