How We Amplified L’Oréal Canada’s Youth To The People Growth with a Sustainability-First Strategy

L’Oréal Canada aimed to grow Youth To The People’s presence in a competitive market while maintaining authenticity, a critical factor as consumers increasingly reject inauthentic or performative sustainability claims. The challenge was to craft a media strategy that boosted awareness, engagement, and conversions, proving that performance and purpose could coexist and amplify each other.

Cosmo5 developed a strategy rooted in the insight that sustainability should be integrated from the outset, turning ethical practices into performance drivers. Key elements included:

• Real-Time Media & Carbon Tracking: Embedded carbon tracking into every campaign touchpoint, using real-time media and emissions data for daily optimizations to reduce waste, focus impressions, and enhance results. Sustainability metrics were incorporated into creator briefs to ensure alignment with brand and environmental standards.

• Influencer-Centric Media: Positioned influencers at the strategy’s core, producing short, platform-native content that drove authentic engagement while minimizing digital emissions. This was complemented by a robust search strategy positioning Youth To The People products as everyday essentials.

• Integrated Retail Media: Closed conversions with a retail media plan leveraging Meta Collaborative Ads and ASC+, linking awareness seamlessly to purchase actions across channels.

This sustainability-by-design framework integrated environmental impact into campaign planning, execution, and measurement.

Cosmo5’s approach enabled L’Oréal Canada to achieve a powerful balance of performance and integrity, transforming Youth To The People’s media presence. In Q1 2025, the strategy delivered significant growth while reducing environmental impact, setting a benchmark for values-driven brand scaling.