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Does a team need to fall in love with the brand?

Does a team need to fall in love with the brand?

Tania Nunes emphasizes the importance of aligning employee passion with the company's mission at L'Oreal Group, stating that true engagement stems from a commitment to business rather than just the brand itself. The purpose, which extends beyond selling products like lipstick and sunscreen, is to create "the beauty that moves the future." Nunes highlights specific brand missions, such as La Roche-Posay's dedication to sensitive skin care and L’Oreal Paris's empowerment message of "because I'm Worth It," which fosters female confidence. In the context of leadership and team management, she notes the significance of brand connection for employees, who act as ambassadors embodying the company's values. Effective communication about organizational fit is essential, as is the acknowledgment that not every match will last. According to Tania Nunes, these elements are vital for a successful career plan. Don’t miss more tips and insights on leadership and team management in the full episode.

2026·Season 3·Episode 3Highlight
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Tania Nunes · People Development & Learning Manager

Leadership insights

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Transcription

00:04

A team passionate about the brand I'll take this one, it's the cutest.

00:13

Is it necessary for the team to be passionate about the brand?

00:18

More than the team being passionate about it, I'll say it's necessary for them to be passionate about business. Why?

00:25

Because business it's made from projects, teams,products, brands,when this connection exists the entire part of the commitment, also known as engagement,appears, and passion also appears.

00:40

At L’Oreal Group, our goal,our purpose isn't just to sell lipstick, sunscreen,perfume, or shampoo.

00:49

We do it and we love, but that isn't our purpose, it isn't what gets us out of bed, what does that is creating the beauty that moves the future.

00:57

That's what we believe we can do to make a difference in the world,it's a purpose, where each employee,each of us give a different concept to each one.

01:06

If we look at the L'Oreal Group as a whole,we have several brands, and some of them have specific missions. If I can share here my two favorites, La Roche-Posay,for example, which aims to care for sensitive skins,sensitive skins, it's a health commitment,to dermatology and the social impact.

01:26

If we want to look at the iconic L’Oreal Paris with the famous sentence, the famous slogan:because we deserve it,'because I'm Worth It', we know it goes beyond those words.

01:38

It means female empowerment.It means support and make room for women to take their identity with more confidence. So, when employees work with brands with this purpose,all the passion part is added and the results are also obvious.

01:55

There are challenges,and we know that not everyone will fit in or have an affinity with a company,and that's fine. Let's democratize that too.

02:03

I often say that in companies the idea of fit and the match is like in romantic relationships.

02:09

Often people are in relations where they then realize that it wasn't what it seemed, not the right person at that moment. The same happens with organizations. It's okay to accept that it has come to an end and that we are going to have different paths.

02:22

When this happens, those conversations have to take place and there has to be a decision making, but what's wrong?

02:29

The brand connection becomes very important because employees are more than workers.

02:34

I, Tania, am an employee, but also an ambassador and a consumer,and it's extremely important that our employees feel connected to the brand and can give life to the mission and the values of the organization.