Lipstick is usually seen as fun, maybe even frivolous. But every now and then, someone reminds us it can mean more. L’Oréal Philippines used National Lipstick Day not to sell product, but to spark conversation. And with one small, intimate event, they managed to show what it looks like when a brand actually walks the talk. Here's what stood out.
1. One Lipstick, One Life Changed
Johanna Michael wasn’t there as an influencer or media guest. She was there as proof that beauty can be a turning point. A graduate of L’Oréal’s Beauty for a Better Life (BFBL) E-BA Program, Johanna shared how training in digital beauty and social commerce helped her build a career from the ground up. She went from someone unsure of what she could offer to someone who now earns through livestreams, affiliate links, and content creation.
This wasn’t just a feel-good segment. It showed what happens when empowerment is treated like a strategy, not a slogan. L’Oréal plans to expand the program to reach 10,000 Filipinas by 2030.
Johanna Michael sharing her story during the “Make Your Mark” event
2. The Lipstick Try-On That Actually Mattered
There was a hands-on lipstick showcase with all the expected names: Maybelline, L’Oréal Paris, YSL Beauty, and Lancôme. But what made it feel different was how it wasn’t about finding the perfect look. It was about choosing how to show up. Inclusive shades, virtual try-on tools, and a room full of people hyping each other up.
It didn’t feel like a beauty demo. It felt like permission to take up space in whatever shade you liked best.
Guests try on bold shades and bolder mindsets at the lipstick showcase
3. The Pledge Was a Little Awkward, and That Was the Point
At one point, everyone was asked to try on lipstick and make a pledge. There were no microphones or very specific instructions—just a loose prompt about presence, visibility, and worth.
It could’ve been cheesy, but it wasn’t. At first, people hesitated. Then someone laughed. Then another person gave a quiet “Yasss” from the back. What followed felt more like a group exhale than a declaration—girls quietly, awkwardly, and sincerely cheering each other on.
4. They’re Not Just Talking About Inclusion—They’re Pushing It Forward
Country Managing Director Yassine Bakkari, who also spoke at L’Oréal’s earlier Sense of Purpose event, doubled down on a message that’s quickly becoming a throughline:
“Lipstick is more than a product. It’s a form of presence.”
He also acknowledged something that doesn’t get said enough: inclusivity should include all genders. Beauty, in their words, is for everyone. The team hinted at more gender-inclusive products in the pipeline. There were no big promises, but the signal was clear and we’re excited to see how they plan to follow through.
Managing Director Yassine Bakari outlines what’s next for L’Oréal Philippines, with inclusion and impact at the core
5. There’s a Bigger Story Behind the Lipstick
SAPMENA (short for South Asia Pacific, Middle East, and North Africa) is where L’Oréal sees the future of beauty unfolding. Not just because of growth potential, but because of what consumers here are asking for: access, relevance, and real impact.
In the Philippines, that translates to things like the BFBL E-BA Program. From 50 beneficiaries to over 500 in just a year, the goal isn’t volume for volume’s sake. It’s transformation that scales. And with stories like Johanna’s leading the way, it’s clear they’re not starting from scratch, they’re already in motion.
Band managers and media come together to celebrate beauty with purpose
The takeaway?
Maybe lipstick isn’t deep. But it doesn’t have to be shallow either. When used right, beauty can be a platform, a profession, and even a lifeline.