L’Oréal Australia took part as a Major Partner of the 2021 Sydney Gay & Lesbian Mardi Gras on March 6 in Sydney, helping to take over the Sydney Cricket Ground to stay COVID-safe while celebrating diversity, inclusion and the LGBTQI+ community to its fullest.
“The Sydney Gay and Lesbian Mardi Gras is not just a party, it’s about standing up for others when they’re unable to stand up for themselves,” said the brand’s learning and development lead Chloe O’Leary. “Participating in the Sydney Gay and Lesbian Mardi Gras is a way to use this privilege to empower those whose voices aren’t heard as loud. This important event is a powerful message of love and activism – when people experience the parade there is a greater chance of it growing, influencing and teaching more people and gathering more allies for the LGBTQI+ community.”
The festival this year consisted of 36,000 spectators, 5,000 marchers and over 120 parade entries, which all combined for the important and celebratory event. The L’Oréal Australia presentation took inspiration from the brand’s sense of global purpose, predicated on the statement to “create the beauty that moves the world”.
The parade offering was anchored by spectacular gold and featured hero details of four original statement wings worn by L’Oréal ‘angels’ signifying movement and freedom, as well as hand-made gold capes and skirts lighting up to an acapella version of Diamonds by Rhianna.
In ethos, the brand encouraged its employees taking part to express their true selves and reinforce the significance of this inclusion in their community and brand family. The event speaks to the celebration of human rights, diversity, inclusion and pride, all values that are key to the L’Oréal Australia brand.
To another year marching for pride!