L’Oréal Paris: The birth of a cult wonder

Hair care brand, L'Oréal Paris Elvive, treated customers as collaborators to successfully launch its Wonder Water conditioner in the UK.

Campaign details

Brand: ElviveBrand owner: L'OréalEntrant company: McCann LondonMedia: Essence LondonMarket: United KingdomSector: Hair careMedia channels: Online video, Social media, Television, Video on demand, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

A 'wonder' can be defined as a type of miracle. The trouble with miracles is that you need to see them to believe them. This is the story of how L'Oreal Paris Elvive created a visible, viral, advocacy-driven campaign for its break-out NPD conditioner, Wonder Water. Turning customers into collaborators.

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