l'oréal paris

Product Launch

Goal

Launch VIVE Pro, a new shampoo product, with maximum impact during the summer 2006 season to create immediate consumer buzz and drive sales

Strategy

Leverage celebrity hairstylist and key opinion leader Garren as the product’s brand ambassador
Introduce Garren to media in key markets to demonstrate how product can help create celebrity hairstyles and repair sun damage

Results

Media was achieved in 100% of the top print publications in each tour market
80% of placements included positive visual recognition
9,556,958 impressions