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L'Oreal Paris
Launch of the lip collection "L'Oreal Paris x Balmain"

RAN IN: Russia

CLIENT
L'Oreal CJSC

AGENCY
McCann Moscow *Lead Agency


Fetish Film


SUMMARY

Difficult economic situation and lack of breakthrough launches put L’Oreal Paris in a difficult position. In order to fix this the brand launches the limited edition lipstick collection “Color Riche x Balmain” developed in collaboration with famous French fashion house. The most part of collection was consisted of extravagant shades (blue, green, etc.) which was a challenge for Russian market with 70% of sales of flesh/pale pink lipsticks.In order to break conservatism of audience the brand developed campaign that gave women a courage to stand out from the crowd wearing the shades from “Color Riche x Balmain” collection.

CASE VIDEO


Audience: Young women of 18-34. Consider makeup as main part of a daily beauty routine.   2 key segments: trendsetters and a wider audience of earlier followers.   Trendsetters: Enjoy experimenting in fashion and makeup. Follow latest trends. To create their fashion and beauty images looking for inspiration everywhere, especially among fashion designers and opinion leaders.   Earlier followers: Are interested in fashion trends but not always have courage to bring them into life. They’re afraid to look non-feminine and be considered as representatives of any subculture.   Consume all types of media, active users of YouTube and social media.

Objectives: 1. Main purpose of the launch was to change perception of the Russian women to non-classical extravagant shades of lipsticks. This would help bring L’Oreal Paris back to active growth. KPI: growth of sales of lipstick collection, especially of its extravagant shades; growth of sales of L’Oreal Paris in lip makeup category.   2. It was necessary to return brand image of L’Oreal Paris as fashionable and desirable making it more relevant for young audience. It was necessary to create excitement around new collection and involve consumers in communication. KPI: number of views, search of communication.

Type: B2C

Language: English, Russian