Campaign details
Brand: L'Oréal Paris ElseveLead Agency: WavemakerRegion: EMEA
Strategy
Objective
L'Oréal Paris Elseve Frizz Killer would be the first serum offer as a haircare treatment product in the long hair segment in the mass market that proposes long and straight looking hair. As the first mover in this segment, our aim was to establish strong brand recognition and loyalty although there had been no solid consumer base in the market before. Moreover, we already had a star treatment product, Oil in Cream, as a different oil format in our portfolio, which is a proposition...