L'Oreal: Make Up Genius Virtual Mirror

Credits & Description:

Client: Loréal Paris
Product: Virtual Make Up Mirror Apps
Entrant: Mccann Paris, France
Title: Make Up Genius Virtual Mirror
Product/Service: Virtual Make Up Mirror Apps
Entrant Company: Mccann Paris, France
Advertising Agency: Mccann Paris, France
Production Company: Image Metrics Las Vegas, Usa
Production Company 2: My Studio Factory Paris, France
Chief Client Officer: Nannette Dufour (Mccann)
Brand President: Cyril Chapuy (L'oréal Paris)
President: Caroline Montrichard (Mccann Paris)
Global Director Of Digital: Esohe Omoruyi (L'oréal Paris)
Global Vp Make Up: Yann Joffredo (L'oréal Paris)
General Manager: Alexandra Dupy (Mccann Paris)
Avp Global Product: Eva Yean (L'oréal Paris)
Global Vice President Of Digital R/I Incubator: Guive Balooch (L'oréal Paris)
Digital Coordination Director: Philippe Santini (Mccann Paris)
Vp Integrated Marketing Communication: Remy Averna (L'oréal Paris)
Associé Fondateur: Belaid Moucer (My Studio Factory)
Ceo: Ron Ryder (Image Metrics)
Creative Director: Sylvain Merigeau (Mccann Paris)
Chief Innovation Officer: Jacques Challes (L'oréal)
Directeur De Création: Benjamin Foucaud (My Studio Factory)
Senior Art Director: Claire Besançon (Mccann Paris)
Copywriter: Agathe Dupasquier (Mccann Paris)
Digital Account Manager: Charlotte De Nercy (Mccann Paris)
Chef De Projets: Martin Thibaud (My Studio Factory)
Vp Product: Nick Ramsay (Image Metrics)
Brief Explanation
For the first time, the 'manufacturer / product centric' company L'Oréal Paris had to manage the launch of a service as if it was a new product. A massive cultural change... With this campaign, the brand moved into a new territory of marketing service, allocating the same kind of budget as if they were launching a new product or brand.
Creative Execution
Make Up Genius is based on a centrally originated creativity. It has been deployed in 46 countries through advertising and digital activation. The 360° campaign featured:
- Dedicated prints and TV advertising
- Localized youtube viral videos: digital trailers featuring local spokespeople to cover the main zones
- Bloggers and social influencers' activation
- Call to action on all L'Oréal Paris' Makeup product prints
- Global social audience reach
- Direct marketing
- L'Oréal Paris' E-CRM database direct activation
- Banners
- PR Events and endorsement: launch with global and local spokespeople
- Push on the brand websites
Results
- A technological / digital innovation which gives the brand a step ahead of its competitors
- A huge image benefit for L'Oréal Paris being the first to offer such a useful and realistic service to
consumers
- Number of countries who adapted the app: 46
- Number of app downloads WorldWide: 14.3+ million
- Cumulated number of looks tried WorldWide: 60+ million
- Cumulated number of products tried WorldWide: 267+ million
In some markets, the objectives of downloads have been reached /exceeded before the paid media campaign ran.