Pink is the new black
What strategies can be implemented for successfully launching a new hair coloring product in a pioneering market?
L'Oréal Colorista tasked us with creating a unique, localized content and media strategy to target and mobilize the desired audience to establish a Colorista movement. This was a challenging task, as hair coloring is a significant decision for many women and girls.
Client
L’Oréal Belgium
Agency
Be Connect
Hero video
What’s best than a festival to promote the Colorista 1-day color spray?
We leveraged festival season to promote the Colorista 1-day color spray by forming a partnership with three local influencers, known as the Colorista Squad, at the Paradise City Festival. The campaign's storyboard was tailored to each influencer's strengths, with Monica as the leader, Anouk as the playful member, and Elise as the party girl.
Festival time!
The video performed so well that it was shared by L'Oréal international on their social media channels.
Art & Creative Director
Roberto Salvador
Director
Roberto Salvador
Production
Hubble Production
Campaign.
We developed a strategy targeting specific consumer profiles: "Embracers" (early adopters of trends) and "Hesitators" (hesitant adopters of trends).
By providing active community management over 6 months, we inspired and educated our target groups on social media.
The campaign generated over 45k reactions and 27k comments. As a result, Colorista achieved a 4.9% Market Share Value, the highest ever for a hair color brand in its launch year.
