L'Oreal were bringing a new hair colorant to the UK aimed at the older home hair dying market and needed a more relateable tone of voice online and on TV to compliment the global brand ad campaign.

The key message was that it is an oil based permanent hair colour that gives longer lasting and more vibrant results, but in order to build trust, it was important that the pieces felt real and weren't scripted.

To give a believable testimonial real women were cast and asked what they thought of their new colour. Using their genuine and unscripted reactions was key to engaging with the target audience.

Dir. Ita Fitzgerald

Results

This 60" was cited world-wide by L'Oreal as the template for this type of communication for Olia.

It has subsequently been broadcast in territories round the globe and the 'real women' approach is used in pretty much every L'Oreal advert I've seen since as I shout 'Shouldn't I be seeing some royalties for this or something?' and hurl things at my television screen.

Here's some press around the campaign.