CLIENT
L’Oréal
Adam Nitecki, General Manager CPD Division, L’Oréal Alexander Kazantsev, Marketing Director Garnier in Central&Eastern, Europe, L’Oréal Marina Shylova, Junior Product Manager Garnier Coloration, L’Oréal
AGENCY
Olga Tkachenko, Group Account Director, Zenith Anastasia Mozharova, Head of Direction, Zenith Iryna Naumenko, Media Planner, Zenith
Irina Romanchenko, Digital Group Head, Zenith Christina Ilchishina, Digital Planner, Zenith
Zenith
SUMMARY
In 2016, Color Naturals was in a rather difficult situation: the brand lost market share and reduced the gap with its main competitor Palette ICC by 1.6 p.p., which was extremely dangerous and could undermine our market leadership, which, in the current situation, would be extremely difficult to return. This happened because of the scarce funds of the consumer, who, in the conditions of economy, preferred cheaper offers (both Palette ICC and private brands). We understood that it was necessary to urgently strengthen the equity of the brand and our decision was to create an image of a brand with which a woman could associate herself and for which she would pay more. The choice fell on the well-known Ukrainian singer Tina Karol, as the brand ambassador, which best translates the brand values. Thanks to Tina's involvement and smart media support, Color Naturals grew faster than the market (by 17.0%, with the market growing by 15.5%), increased market share, and the shade of Tina #8 grew in popularity (from 17th place in 2016 to the 13th place in 2017 in the retail chain Eva).
