How L’Oréal boosted sales 44% in Australia with one campaign

Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44%, by rethinking the traditional ‘before and after’ shots.

The concept of ‘before and after’ is a staple of cosmetic and beauty marketing. So much so, that the approach struggles to achieve cut through in the cluttered market.

That was the challenge facing L’Oréal Paris when marketing its Revitalift Laser X3 cream in the Australian market. Tim Plant, marketing manager for the brand, had global assets that could be utilised however he knew it was going to be hard to drive the desired increase in sales with a generic campaign.

Plant charged creative agency McCann Melbourne to find a way to stay true to the global approach that would...

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