Campaign details

Brand: L'Oréal Paris
Lead Agency: Mindshare China
Region: 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 they hardly consider try new things. 41.9% of elders saying that advertisement has very little effect on their purchase decision while 22.7% of them state that it has no effect at all.

So how can L'Oréal really touch these women's heart and promote Magic Retouch?