L'Oréal Luxe Brazil / Brazil / 2026PR Stunts · Social · Design & Packaging
Black Consumer Protection and Inclusion Code.
L'Oréal Luxe Brazil published a voluntary code of ten standards to stop racist treatment of Black shoppers in luxury beauty retail.
- Brand
- L'Oréal Luxe Brazil
- Agency
- Beta Collective
- Market
- Brazil
- Region
- Global
- Year
- 2026
The challenge
Research showed Black consumers face widespread racism in luxury stores, an issue Brazil's consumer protection law does not address.
The idea
Developed with the legal collective Black Sisters in Law and illustrated by Mulambö, the code covers anti-racism training, fair service, search protocols and shade availability. It sits within a wider program that includes advisor training and mystery-shopper audits.
Results
- Adopted by 12 luxury retail chains
- Over 2,000 printed copies distributed to executives, lawyers, creators and universities
- Thousands of retail staff trained
Case study source: Activation Ideas Source ↗
