Cure Media and L’Oréal Nordics have been shortlisted at The Drum Awards for Marketing EMEA 2026 for the campaign “No Regrets” with La Roche-Posay.
The Drum Awards recognise marketing that goes beyond communication, celebrating work that connects with audiences, shapes culture, and drives real business impact. Judged by senior leaders from some of the world’s most influential brands, the awards highlight campaigns that set a new standard for the industry.
“No Regrets” was built on a cultural insight around tattoo regret, turning TikTok’s comment section into the core of the campaign. By inviting audiences to share their own stories directly in the feed, participation became the main content layer, transforming the activation from distribution into conversation.
The result was not just reach, but a campaign shaped in real time by its audience, reflecting a broader shift towards more participatory, creator-led marketing.
