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L’Oreal Paris Launches First Ever Smartphone Haircolour TV Commercial

Advertising Agency
New York, USA
Directed by and starring L’Oréal Paris spokesperson Eva Longoria for Excellence Crème with McCann New York and Paris

Since the onset of the current crisis and the mandate for self-isolation, at-home hair colour sales have grown, driven by an explosion of ecommerce transactions bringing new users back into the at-home hair colour category. As people quarantine and practice social distancing, consumers still have a desire to keep up their beauty routines. As the world’s leader in at-home hair colour, how could L’Oréal provide an authentic and relevant take on the joy and ease of coloring your hair at home?

In a beauty-industry first, L’Oréal Paris today unveils its debut television commercial created at home, directed by and starring L’Oréal Paris spokesperson Eva Longoria. Illustrating the unmatched, deeply caring powers of the pioneering Excellence Crème at-home hair colour range, the campaign proves that staying at home is no barrier to bringing out the best in your hair. Working from home just took on a glamorous and fun new look, that can brighten up your mood in the process. The commercial will be released on television in the coming weeks.

The challenge was how to capture this story while the world was isolating and traditional production options severely limited. The idea: Give Eva Longoria, our Excellence spokesperson, two iPhones to self-direct the TV spot herself. We also provided a detailed pre-production book to facilitate the process. The spot was shot in her home in Los Angeles with McCann Paris providing her with direction via Microsoft Teams. Ms. Longoria did her own hair and makeup and applied the actual L’Oréal Excellence Hair Colour product we sent her.

The L’Oréal Paris Excellence campaign will run across all digital and social platforms in addition to broadcast television. This new Excellence Crème campaign is one of the ways in which L’Oréal Paris is transforming and innovating its communications during the Covid-19 crisis. The brand is providing genuine connection and support for its followers via dedicated content on Instagram, Facebook, and through its campaigns. The campaign will run in L’Oreal Paris’ core markets (US, UK, France, Germany), and will also roll out in additional countries.

“When my L’Oréal family approached me to do this campaign, I was excited to direct this first of its kind commercial.  It’s a challenging time for everyone right now as we try and juggle all of our responsibilities and the needs of our loved ones, but it’s also important to remember to take care of ourselves. In this commercial, viewers can see how easy it is to get expert results and the confidence boost they deserve while at home. Self-care is self-worth and now, more than ever, we are all worth it!” Eva Longoria

“Just as many of us are working from home, so too is our spokesperson Eva Longoria, who has created this advertising campaign for our star hair colour range Excellence Crème from her home. The Covid-19 crisis hasn’t stopped L’Oréal Paris from imagining new ways to create original forms of connection with our consumers, who are looking to maintain their self-worth during confinement.” Delphine Viguier-Hovasse, global brand president of L’Oréal Paris

“As the advertising agency for L’Oreal Paris, it was important for us at McCann to adapt to global confinement, and to quickly find and implement new communication approaches. We asked ourselves, "How do we make a homemade film. Low key. 100% real, ” said Julien Calot, Executive creative director, McCann Paris. L'Oréal Paris has always been by the side of all women, and that is what we wanted to show through this film. Today, more than ever, together, we're all worth it. "

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