L'Oreal Excellence: Turn a new page

Manasi Trivedi, Arkanda Caesar and Nugroho Nurarifin

This case study shows how L'Oreal Excellence, the hair dye brand, increased its sales and a younger audience through an interactive social media campaign across Indonesia.

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...

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