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L'Oreal Paris ELSEVE DREAM LENGTH
L OREAL PARIS ELSEVE DREAM LENGTH

RAN IN:

CLIENT
L OREAL GROUP

Emmanuel DANAN, Western Europe General Manager
Zina TAGEMOUATI, HairColor Axe Director
Chloe CHRETIEN, Project Manager
Michele RIBOLI, Category Expert Western Europe Zone
Severine BRETON, VP, Marketing Director Hair Color L'Oreal Paris
Pierre-Emmanuel ANGELOGLOU, Global Brand President, L Oreal Paris

AGENCY
McCannParis *Lead Agency


Zenith Optimedia

Valerie RUDLER, General Manager Beauty By Publicis Media
Stephanie CHAPT, Media Stratege


SUMMARY

Millennial women aim for long hair which embodies self-confidence. Hard to achieve as they commonly use damaging hair products. Every centimer cut because of hair damage can hurt their self-esteem. This gave a strong opportunity to Elseve, struggling for a revived growth in a saturated market.We reconnected with Millenials by embracing their goal : now they can save their last centimers of hair. Emphasizing long hair pride on Millennial channels, paid off. Elseve achieved 8,4% year-over-year growth and recruited young consumers at a rate 90% higher than category.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: INTERACTIVE/ONLINE,OOH,RETAIL EXPERIENCE,SOCIAL MEDIA,TV

Audience: Young Women (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English