for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
L’Oréal is looking to empower black women in its latest campaign #LoveMyColor, designed to help the relaunch of its Dark and Lovely Fade Resist, a hair color brand for black women.
The online and social campaign, launched last week, consists of a microsite LoveMyColor.com and a branded video that features a number of black females defining their hair color with phrases like “life-changing,” “rule-breaking,” “fiercely beautiful” and “proudly personal.” Michelle Ryan, svp of marketing for L’Oréal’s multicultural beauty division, told Digiday that this campaign aims to show how Dark and Lovely affects women’s hair colors and how they feel empowered. “Hair is a way for women to express themselves and we want them to speak about their colorful lives. So we want to go beyond a traditional campaign and connect women at an emotional level,” said Ryan. The campaign was done by Tag Creative.
By uploading a photo to LoveMyColor.com, users can enter a phrase or a word to describe what their hair color means to them. Then they can share the photo on Facebook and Twitter with the hashtag #LoveMyColor as a means of inspiring others to also share their own definition.L’Oréal collaborated with 15 influencers on social, including Claire Sulmers, editor-in-chief for Fashion Bomb Daily, to extend the reach of the campaign.
Although L’Oréal debuted #LoveMyColor just a week ago, the company unveiled the campaign’s TV, programmatic display and YouTube components back in February, which have driven 20 percent sales growth since then, according to Ryan.
Coincidentally, Dove Hair Care’s most recent #LoveYourHair initiative serves to empower women, as well, delivering a message that hair is a source of confidence that pushes women forward. As part of the campaign, its film showcases real women who wear their hair how they choose, regardless of external pressures that may have told them otherwise.
L’Oréal has seen much sentiment in #LoveMyColor, said Ryan. And by talking to groups with very different cultural backgrounds and traditions on social media, L’Oréal is able to make its products more relevant to each group.
Ryan’s team will refresh the campaign’s footage the back half of the year, and will continue to build upon the initiative with a few new ideas next year.
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