Elevating Beauty to Tech

L’Oréal is the world's largest cosmetics company and has developed activities in the field concentrating on hair colour, skin care, sun protection, make-up, perfume, and hair care.

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CHALLENGE

• Evolve L’Oréal’s narrative from beauty brand to tech innovator 
• Valorize L’Oréal’’s corporate brand while ensuring ensuring Kerastase was a focal point for the story 
• Cut through the media and product clutter at largest consumer electronics show in the world 
• Legitimize and convince press and consumers that technology is fulfilling a deep consumer need and is first-of-its-kind technology 
• Global product launch

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STRATEGY

• Create haven / quiet space for journalists, by hosting one-on-one briefings in a Venetian hotel suite away from the busy conference floor with top-tier business, consumer/lifestyle and technology press 
• Develop a comprehensive communications toolkit: including product video, hero imagery, digital social media campaign, myriad press materials  to engage and connect with wider audience ‍
• Participate in various thought leadership opportunities - both paid and unpaid during the event

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IMPACT

• Truly global launch:  247 unique articles, 170+ U.S.  and 75+ International 
• Feature stories in top-tier business, tech and beauty publications including Associated Press, CBS This Morning, Washington Post, TechCrunch, Financial Times, Fast Co 
• 450+ million social media impressions with Kerastase who commanded the majority of share of voice 

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