McCann and L’Oréal Launch First Hair Color Spot Created at Home

04 May 2020


Since the onset of the current crisis and the mandate for self-isolation, at-home hair color sales have grown, driven by an explosion of ecommerce transactions bringing new users back into the at-home hair color category. As people quarantine and practice social distancing, consumers still have a desire to keep up their beauty routines. As the world’s leader in at-home hair color, how could L’Oréal provide an authentic and relevant take on the joy and ease of coloring your hair at home?

In a beauty-industry first, L’Oréal Paris today debuted its television commercial created at home, directed by and starring L’Oréal Paris spokesperson Eva Longoria. Illustrating the unmatched, deeply caring powers of the pioneering Excellence Crème at-home hair color range, the campaign proves that staying at home is no barrier to bringing out the best in your hair. Working from home just took on a glamorous and fun new look, that can brighten up your mood in the process. The commercial will be released on television in the coming weeks.

The challenge was how to capture this story while the world was isolating and traditional production options severely limited. The idea: Give Eva Longoria, L’Oréal’s Excellence spokesperson, 2 iPhones to self-direct the TV spot herself. McCann also provided a detailed pre-production book to facilitate the process. The spot was shot in her home in Los Angeles with McCann Paris providing her with direction via Microsoft Teams. Ms. Longoria did her own hair and makeup and applied the actual L’Oréal Excellence Hair Color product the team sent her.

The L’Oréal Paris Excellence campaign will run across all digital and social platforms in addition to broadcast television. This new Excellence Crème campaign is one of the ways in which L’Oréal Paris is transforming and innovating its communications during the Covid-19 crisis. The brand is providing genuine connection and support for its followers via dedicated content on Instagram, Facebook, and through its campaigns. The campaign will run in L’Oreal Paris’ core markets (US, UK, France, Germany), and will also roll out in additional countries.

“When my L’Oréal family approached me to do this campaign, I was excited to direct this first-of-its-kind commercial, said Eva Longoria, L’Oréal Spokesperson. “ It’s a challenging time for everyone right now as we try and juggle all of our responsibilities and the needs of our loved ones, but it’s also important to remember to take care of ourselves. In this commercial, viewers can see how easy it is to get expert results and the confidence boost they deserve while at home. Self-care is self-worth and now, more than ever, we are all worth it!” she continued.


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