L'Oreal Paris White Perfect Clinical: Refuse to be blackened
Jay Caplan
Campaign details
Brand owner: L'OrealLead agency: McCann Erickson and MRMBrand: L'Oreal ParisCountry: ChinaIndustry Skin care, sun protectionChannels used: Earned media, buzz, Games and competitions , Internet - display , Magazines - consumer, Mobile and apps , Online video , Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media , TelevisionMedia budget: 10 - 20 million
Executive summary
The 'Refuse to Be Darkened' campaign established L'Oreal Paris as a leader in skin...