L'Oréal Paris: Magic Retouch

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

Campaign details

Brand: L'Oréal ParisAdvertiser: L'Oréal ParisEntrants: McCann Paris and L'OréalPrincipal authors: Vasileios Kourakis, L'Oréal; Nicolas Skouras, McCann Paris

Summary

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to turn Magic Retouch, a root concealer, into an essential ally in women's live.

  • While hair colour at home is central to L'Oréal Paris's revenue, the category growth lagged.
  • The constant arrival of novelties and the communication codes of the category led to a lack of differentiation.
  • L'Oréal Paris recognized a true consumer painpoint and dramatized the benefit in a...

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