Ron Ryder
Production Company CEO at McCann Paris
Clichy Cedex, Francia
TítuloMake Up Genius
Agencia
Campaña Makeup Genius
Anunciante L'Oréal
Marca L'Oréal
Fecha de primera difusión/publicación
Sector Empresarial Ropa, moda y calzado
Sinopsis SUMMARY:
CHALLENGE: Cosmetic counters are places of such choice and confusion, women often stay with what they know. Trying something new is just too difficult. OBJECTIVE: In this environment, we had to increase trial of L'Oréal Paris products. STRATEGY: There are plenty of Makeup apps based on still images but it doesn't help the consumers to get a real advice, a real simulation.What would happen if we gave people an entirely new way to try on makeup? With Makeup Genius, L'Oréal offers consumers to try out the products they might not otherwise have tested or considered, and to buy it directly online EXECUTION - Launch event and press conference in Cannes with key influencers and the support of global L'Oréal Paris' spokespeople - PR coverage by major editorial medias - TV commercial featuring L'Oréal Paris' spokespeople discovering the app and trying it - Dedicated prints and call to action on all L'Oréal Paris makeup products prints - Digital trailers featuring local spokespersons to cover the main zones - Push on the brand websites and banners campaigns - Bloggers and social influencers activation
 
- A technological / digital innovation which gives the brand a step ahead of its competitors - A huge image benefit for L'Oréal Paris being the first to offer such a useful and realistic service to consumers - Number of countries who adapted the app: 46 - Number of app downloads WorldWide: 14.3+ million - Cumulated number of looks tried WorldWide: 60+ million - Cumulated number of products tried WorldWide: 267+ million
 
For the first time, the 'manufacturer / product centric' company L'Oréal Paris had to manage the launch of a service as if it was a new product. A massive cultural change... With this campaign, the brand moved into a new territory of marketing service, allocating the same kind of budget as if they were launching a new product or brand.    
Medio Interactivo
Duración
Chief Client Officer
President
General Manager
Digital Coordination Director
Director creativo
Director artístico
Responsable de conceptos / redactor
Digital Account Manager
Brand President
Global Director Of Digital
Vice President (VP)
Avp Global Product
Global Vice President Of Digital R/I Incubator
Vp Integrated Marketing Communication
Chief Innovation Officer
Productora
Chief Executive Officer (CEO)
Production Company Vp Product
Production Studio
Chief Executive Officer (CEO)
Production Studio Creative Director
Director de proyectos

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