Short-form video ads play well for L'Oréal

This event report addresses how L'Oréal, the beauty group, has begun experimenting with short-form video ads lasting six seconds or less.

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...

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