How global brands communicate with the world: a meeting with an expert from L’Oréal

For 3rd year students of the International Communications major (Corporate Communications specialization), an open lecture was held by our Institute’s graduate Dina Turchyna, a communications expert at L’Oréal, who shared her experience working in a global communications environment.

The meeting on the topic “Corporate vs Brand Communication: How L’Oréal Changes the Rules of Communication and Creates Social Value” was dedicated to the international dimension of communications and the role of global contexts in brand formation. This allowed students to look into the inner “kitchen” of a multinational company with a multi-brand portfolio and understand how global messages align with local markets.

Special attention was paid to the specifics of international communications, namely how companies adapt strategies to different cultural and social contexts, how to ensure brand integrity at the global level and at the same time remain relevant to local audiences. Students learned how to build a balance between corporate and brand communication in a globalized information environment.

Of particular interest was the conversation about adapting L’Oréal’s global approaches to the Ukrainian market. Dina Turchyna explained how L’Oréal takes into account the current turbulent conditions, integrates the military context into local communication strategies, and adjusts the tone and content of messages according to the sensitivity of the audience. The topic was also how business can remain ethical and relevant in crisis situations while maintaining the consistency of global communication policy.

Using specific examples, the speaker showed how corporate communications are becoming a strategic tool for building trust and reputation at the international level.

A special emphasis was placed on why corporate social responsibility is a “must have” for modern companies today, because it forms the social value of the brand and determines its positioning. The students heard real cases and insights from practice, which allowed them to better understand modern trends in international communications.

The meeting was held in the format of an active dialogue: there were many relevant questions about working in international companies, the features of intercultural communication and professional development in a global environment. The guest openly shared her experience and practical advice, and also talked about career opportunities and internship programs in the company.

We sincerely thank Dina Turchyna for a warm, meaningful and inspiring meeting, which allowed students to better experience the specifics of international communications in a real professional environment.