L’Oréal Paris: Colorista

L’Oréal Paris increased sales of hair-dye products among young women in France and Russia by launching the Colorista brand, framed as ‘makeup for hair’.

Campaign details

Brand: L’Oréal ParisAgency: McCannCountries: Russia, France

Challenge and business objectives

The challenge: Encourage young women to engage with a category of products generally used by females over the age of 50 to cover their grey hair.1

The context for the launch of the Colorista campaign in Russia and France was clearly unfavourable. The market of hair colouration had reached a critical situation in 2016 in both countries, after years of steady consecutive decline.

The issue was, about eight out of 10 young women in Russia and France did not colour their...

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