L'Oréal: Makeup Genius
Agency: McCann Paris
In 2014, L'Oréal Paris was feeling pressure from mass brands and specialist brands like MAC and MakeUp Forever, which were associated with professional makeup artists and were winning on expertise. The commercial objective was to increase revenue. Our marketing objective: to increase penetration. And our communication objectives: to refresh the brand image and change consumer behaviour, by reinventing sampling.
Sampling is critical to cosmetic sales. But women won't risk buying cosmetics unless they can try them on first. This is especially true of products with colour, like eye shadows and lipsticks. Rather than...