Date

2019

About

With an objective to recruit a younger customer base and rejuvenate its brand image, L’Oréal Paris Elvive developed a new product line, Dream Lengths (Dream Long in France) after an insight discovery led to identifying an opportunity gap between the late millennials and Gen Z look for in their #hairgoals and what our portfolio and the competition offers.

My Responsibilities

• Managed 360° go-to-market plans including TV, OOH, print, digital and social campaigns

• Developed visual assets and sales enablement collateral

• Localised packaging and marketing collateral in French market

• Conducted a sampling campaign prior to launch to generate positive e-word-of-mouth and an influencer campaign that impacted all funnel stages with macro, micro and nano-influencers

Challenges

• Need to revisit how we build our marketing mix, prioritise digital and social channels to resonate with the younger consumer

• Developing a new line requires considering product synergies to build within and use cases to cross-sell

• Differentiate, avoid cannibalisation and plan launch in alignment with release calendar involving another full product line, Full Resist within the same year

Highlights

• This product line increased sales value per unit, annual brand-level KPI.

• Dream Lengths became the brand’s 2nd bestselling product line. The line was extended to 5 new products

• Post-campaign customer survey demonstrated younger audiences described the product line as “repairing”, “for hair growth” as intended