L’Oreal Plays with Color at Branded House Parties
L’Oréal leveraged peer influencers to systematically change the direction of an existing product to target young millennial women and make a product experience a fun and inviting social event.
Leveraging social media with peer influence at branded house parties ultimately drove consumers to make in-store purchases. Watch as branded in-home events with a social overlay take what Avon started and amplify it a million-fold.
L’Oréal originally targeted its Healthy Look Crème Gloss product toward a more mature female audience in search of a premium, non-permanent hair coloring solution. But sales data showed that the brand might be missing out on a substantial opportunity among a younger audience more apt to experiment with color on a regular basis and who are among a growing segment of “home dyers.” So, the brand launched “Play with Color” a collegiate marketing campaign that involved 70 female student influencers, located on 35 campuses nationwide, who engaged students on their respective campuses.
This included hair coloring parties with sororities, fashion clubs and dorm and apartment complexes, and direct outreach through peer-to-peer communication and networks; coupon distribution and social media contesting which incentivized students to try and purchase the product and opt-in for brand communication going forward. There were guerrilla marketing tactics that allowed women to “play with color” without any true physical transformation through mirror clings in high-traffic women’s bathrooms, which included calls to action that drove social media engagement.
Ultimately, these college millennials were introduced to a new “accessory”—their hair—as something they could play with as part of a daily routine to change up their style and look on any given day. They felt comfortable sharing the experience with peers and on social media and, given hair is a kind of a big deal, with the proper education on the product, most felt comfortable giving it a try.
L’Oréal’s program involved 35,280 Healthy Look Crème Gloss coloring participants; 12,058 female students tried the Healthy Look product in groups through hair coloring parties (as well as the before/after hair color contests). There were 310,400 L’Oréal Healthy Look Crème Gloss coupons distributed. The effort earned a nearly four percent redemption rate.