Impacting Local Communities Through Beauty

Each year, Djembe is tasked to implement an extensive media outreach program to demonstrate L’Oréal West Africa’s unrelenting effort to build sustainable partnerships and bring development to communities through its Citizen’s Day initiative – an annual program involving around 30,000 L’Oréal employees from nearly 65 countries.

Initiatives highlighted by Djembe in Ghana have included the building of a Hair Academy at the Demonstration School for the Deaf, economic empowerment for women with physical challenges in collaboration with the Ghana Federation for the Disabled and building of a multipurpose unit for nursing Mothers at a Government hospital, amongst others.

Djembe has also supported L’Oréal West Africa across a range of leading brands including Maybelline New York, Dark & Lovely and Blue Ice Deodorant to increase their visibility and strengthen L’Oréal’s position as a leading beauty brand in the region.

Strategic Execution by Djembe

  • Conceptualized and executed a high-profile event to launch the world’s number one cosmetic brand, Maybelline New York, in Ghana and create maximum buzz and impact across multiple platforms and audiences
  • Conceptualized and launched the Go Purple campaign involving leading women in Ghana who promoted the Dark and Lovely hair range through digital and media activities to coincide with International Women’s Day
  • Organized a series of beauty workshops for professional women to showcase the Maybelline beauty range
  • Implemented a media engagement program consisting of media interviews, op-eds and media attendance to L’Oréal’s annual CSR initiative

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