Campaign details
Brand: L'Oréal ParisLead Agency: Mindshare ChinaRegion: APAC
Strategy
Objective
L'Oréal Paris wanted to make its "Magic Retouch" the most popular hair dye in China.
L'Oréal is used to targeting millennials with gaming and fashion. For Magic Retouch, however, the challenge is not with the youth.
Target Audience
The challenge is to engage women over 40 years old who is no longer easy to be attracted by new brands and try new things.
According to Social Psychology data [1], the elder has the highest loyalty to brands and products. 20% of them claims that...