L'Oreal Excellence: Turn a new page
Manasi Trivedi, Arkanda Caesar and Nugroho Nurarifin
Campaign details
Brand owner: L'OrealLeading agency: McCann WorldgroupBudget: Up to 500kCountry: IndonesiaIndustry: Hair careMedia: Earned media, buzz; Events and experiential; Games and competitions; Internet - microsites; Public relations; Social media; Word of mouth, advocacy
Market background and cultural context
Hair colouring as an industry is still at its nascent stages in Indonesia. While the overall haircare market is at US$ 653 million, hair-colouring category is only US$ 52 million (in the year 2014). The hair-colour category...