L'Oreal - YOU Look Great
EssenceMediacomX
Client: L'Oreal
Research revealed that as women age, even a compliment can become an insult: ‘You look good… FOR YOUR AGE’. Ouch!
So we turned to an equally overlooked media channel - print - and partnered with the Mail on Sunday and their weekly supplement YOU - the UK’s highest reaching magazine. Heritage media is often overlooked, but this partnership illustrates its strength.
The hero of our campaign was a special issue of YOU, rebranded to “YOU LOOK GREAT” (full stop).
Despite no new launch, the campaign quadrupled L’Oréal Paris recommendations from older women, led to the highest sales of Age Perfect since 2019, and L’Oréal Paris’s biggest week at Boots ever.