L'Oréal: Beyond fifty shades of black

Hair colour brand, L'Oreal Casting Creme, encouraged women to choose their own shade and own their individuality with the Beyond Fifty Shades of Black campaign in India.

Campaign details

Brand: L'Oréal Brand owner: L'Oréal India Agency: McCann Worldgroup Market: India Sector: Hair care Media channels: Online display, Online video, Social media, Television, Virtual & augmented reality Budget: 1 - 3 million

Executive summary

This case studies the journey of L'Oreal Casting Crème gloss, a hair colour brand that unlocked the power of diverse shades to encourage women to reclaim their 'to-be' agency and increased its sales.

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