L'Oréal Paris: Magic Retouch – Making the Elder Proud

L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands