Last year, L'Oréal became an early adopter of YouTube's new six-second video-advertising format.
The cosmetics manufacturer, in fact, had identified the ideal product for the nascent messaging model, in the form of L'Oréal Paris Root Cover Up, a haircare line that promises to disguise unwanted gray follicles in an instant – meaning speed and convenience are at the core of its value proposition.
One piece of short-form creative promoting this spray demonstrates how it can restore any offending strands of hair back to the desired color in just three seconds. "We did a 'six-second lab' with YouTube to get to...