L’OREAL PARIS – Elvital Tonerde Absolue

L’Oréal PARIS launches an integrated campaign for new hair care line of Elvital Tonerde Absolue.

A holistic communication campaign by McCann Düsseldorf that runs on TV, print and also in out-of-home stations. The TVC can be seen on all high-bandwidth broadcasters, the print campaign has been launched in target-oriented magazines and the out-of-home campaign has been placed at relevant venues in large cities such as Berlin, Düsseldorf and Hamburg. The lead agency is McCann in Düsseldorf.

The campaign has been complemented by the UGC of Elvital Tonerde Absolue Digital hub that runs under the lounge.loreal-paris.de/elvital-tonerde-absolue.

A UGC campaign which illuminates the entire subject detox from different angles and with exciting expertising. On the content platform, various target group-affiliated and published content on the subjects around Yoga Pilates, Skin / Kopfhaut, HairDetox and FoodDetox.

In this context, Anette Alvaredo looks back on a more than 20-year-old European experience as a lecturer and instructor in the field of fitness and health and she is a video ambassador on the subject of Yoga Pilates. Dr. Sabine Zenker has been a consultant dermatologist for L’ORÉAL PARIS for years and is responsible for the skin theme.

The HairDetox area is managed by L’ORÉAL PARIS hair artist Eren Bektas. The trained hair and make-up artist is appreciated by fashion magazines such as Vogue, Madame or Cosmopolitan for his talent and professionalism. The FoodDetox section is managed by the TV and star cook Björn Freitag. The editorial articles and videos are shown in the editorial style.

A 360 communication approach orchestrated by McCann Worldgroup.

Credits from McCann:
Creative Director: Stefan Baechle
Art director: Ziba Zolfaghari
Account Director: Jennifer Parry

from MRM//McCann:
Creative Director: Yiannis Lapatas
Art director: Christiane Schlinge & Saskia Müller
Copywriter: Juliane Blersch
Motion Designer: Fabian Stückrath
Account Manager: Marina Adler

L’Oréal Client: Stephan Jung