L'Oréal

THE CHALLENGE

Manage an ever-changing and growing portfolio of brands in a variety of extremely competitive categories, while maintaining the umbrella brand’s “class-for-mass” status in the consumer mind space.

THE INSIGHT

The testimonial format that defined the brand became overly product focused instead of driven by strong consumer insights. Overuse of the same directors, photographers and vanity crews created confusion across categories and product lines due to lookalike campaigns in multiple categories. In sum, consumers could no longer tell a L’Oréal hair color product print ad from a lip color commercial.

THE SOLUTION

Define the overall L’Oréal brand hierarchy across and within all categories - hair, cosmetics, skincare. Define the sub-brand differentiators within each product category. Focus on insights and ideas, ideas, ideas. Define specific language and unique production design for each brand. Control creative executions across all brands via a fresh stable of talent, both behind and in-front of the camera.

THE RESULT

Well defined categories and brands within the L’Oréal family and a fresh, renewed interest in the brand from both consumers and the production world. L’Oréal was relevant again, and record comps followed quarter after quarter, year after year, helping to make L’Oréal the leading and largest cosmetics company in the world.