Since both Mother’s Day and Father’s Day are major retail peaks in skincare, it made sense to give them equal creative attention in 2019. Most British parents do not currently feel that advertising portrays them fairly. There’s a rather stereotypical view of what Mums do and what Dads do, even in this day and age. So, we decided to create a campaign idea that works for both Mums and Dads. Motherhood is a more diverse life stage than ever and Fathers’ relationships with their children have changed in every way. Equal parenting is the now the norm not the exception. Modern parents also know there’s more than one way to Mum or Dad. Often Mums will dad and Dads will mum. With this parental parity campaign, L’Oréal Paris set out to recognise that the ultimate ambition of female empowerment is equality.  To do this, we created Mother’s Day and Father’s Day campaigns leveraging the same idea with the same spirit captured in the key line: Mother like no other & Father like no other.