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L'Oreal Paris
Digital Project "The Color That Dictates Fashion"

RAN IN: Russia

CLIENT
L'Oreal CJSC

AGENCY
McCann Moscow *Lead Agency


Filmway Production


SUMMARY

How the most expensive hair color brand can keep its market share during economic crisis while 7 out of 10 women reduce their expenses primarily on beauty and care products? Position Preference as an alternative to the purchase of fashion wardrobe that women can no longer afford! To support the idea a series of video tutorials with popular Russian fashion expert were launched. The project helped Preference keep its share, despite the falling market segment, 3 times higher price vs. competitors and not very high distribution channel.

CASE VIDEO


Audience: The core of the Preference target audience was women aged 25-35 who colored their hair quite a lot as a means of experimenting with appearance or exploring their self-identity. Through television programs, glossy magazines and social media, they actively followed trends and news from the world of beauty and fashion and tried to follow them*. However, because of the difficult economic situation in the country that affected the sums on their personal budget and their confidence in the future, they could no longer refresh their wardrobe with items from new collections every season*. Even in hair colors, 80% of women were ready to replace their usual brand with another, as long as that was offered at a reduced price**. * Russian Target Group Index, cities 100K+, women 25+ home coloration users, 2016 total. ** L'Oreal Category management research "The change of purchase behavior during economic crisis", February 2015.

Objectives: Considering the fact that in an adverse economic situation high price could negatively affect first of all business indexes, the primary key goal was a commercial one. Commercial goal: To minimize the decrease of Preference's volume and value share and reduce the outflow of its loyal customers. Tool: Nielsen market research. Considering the fact that in an adverse economic situation high price could negatively affect first of all business indexes, the primary key goal was a commercial one. Commercial goal: To minimize the decrease of Preferences volume value share and reduce the outflow of its loyal customers. Tool: Nielsen market research. Marketing goal: In order to keep the loyal audience, we needed to create an additional value for the brand, which it could offer to its audience as a compensation for the higher price. Because the brand could distance itself from consumers due to its high price. Tool: Key index on beauty market - Brand Engagement index (aggregation of the following characteristics: Difference, Relevance, Emotional proximity). This could be achieved only with reaching an Image goal: make Preference the most fashionable and desired hair color on the Russian market. Tool: brand health study (Brand value Aspiration parameters).

Type: B2C

Language: English, Russian