Millennials? They might be a tough market to crack! This hyper-connected, critical, all-seeing, self-branding generation is no longer sold by product alone, but rather place importance on identifying with the brand’s statement and agreeing with its values. This can present a real challenge for marketers and agencies, requiring them to be authentic and transparent in the way they communicate. This idea of authenticity was incorporated into the McCann and L’Oréal Paris #DoItYourWay campaign that was launched for the new hair-coloring brand: Colorista. Colorista was designed to break the rules of hair color. It’s the 1st hair color line created by listening to what people want on social media. Co-created with influencers, the range is composed of the most popular colors, and answers to various needs: from 1-day shades to permanent hair color. The McCann Beauty Team came up with this innovative idea, inspired by and represented through real “Coloristas” who demand their need for expression and creation in the statement: DO IT YOUR WAY! Give up the rules, give in to color! The director's cut is an authentic manifesto of fearless expression representing everyone, and gives the brand the modernity and honesty millennials are craving. In order to be fully integrated, the campaign also guides consumers through the Colorista experience (presentation of the star shades in short digital films, where to buy, tutorials) and allows them to have an exclusive look into the spokespeople's and influencers' opinions of what being yourself and "doing it your way" truly means through their interviews.
28-34, boulevard du Parc
Phone : 01.47.59.34.56