Campaign details
Brand: L'Oréal ParisAdvertiser: L'Oréal ParisEntrants: McCann Paris and L'OréalPrincipal authors: Vasileios Kourakis, L'Oréal; Nicolas Skouras, McCann Paris
Summary
L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to turn Magic Retouch, a root concealer, into an essential ally in women's live.
- While hair colour at home is central to L'Oréal Paris's revenue, the category growth lagged.
- The constant arrival of novelties and the communication codes of the category led to a lack of differentiation.
- L'Oréal Paris recognized a true consumer painpoint and dramatized the benefit in a...