1. Presented by:
Raquel Bernal
Juliana Mezerewski
Avery Veatch

2. The Product
• Crème Gloss semi-permanent
hair color
• Promote Healthy Look
• Product is more about enhancing natural
hair colors rather than altering them
• To take the fear out of at-home hair color
• Comes in 21 different shades
• Lasts for up to 28 days

3. Purpose
• L’Oreal was not getting the traction they
wanted for this product and wanted to
engage their audience and create
awareness for the product using
Facebook and Pinterest.
• Campaign ran from June 4, 2012 to
around August

4. Purpose
•Promotion revolves
around one of the most controversial
issues in the
female world:
Is hair color one of the features
that defines a personality?

5. • Asked fans questions about how their hair color
represented their personality.
• Wanted to help find the “truth” behind hair color.

6. Facebook
• 1,534,290 Likes
• 11,766 Talking about this
• 7,000 People use the “Turn it up” App

7. Facebook App
• Choose your hair color
• Find your shade
• Represent your color/share with your
friends
• Product tutorials
• Beauty bloggers discussed what their
color identities mean to them and
documented their hair color through 28
washes.

9. • Answer a few
quick questions
and they
recommend
shades that are
perfect for you.
• As well as a $2 off
coupon.

10. • Before and After
Gallery
• Invites users to
submit their own
before and after
photos for a chance
to win the product for
a year.

11. • Show off your hair
color by creating a
poster, Facebook
cover photo, or
desktop wallpaper

12. Pinterest
•“Pin it” buttons on Facebook content allow
users to integrate content with Pinterest
boards.
•Create Inspiration
“Turn it up” boards.
•Use Pinterest to refresh the campaign.

13. Res ults
http
://www.youtube.com/watch?v=6dYd4FpHSHA

14. Campaign Issues
1. More Pinterest use
2. In store promotions
– Samples
– App promoting

15. Overall
• Great campaign
• Proves brands can use different social
media platforms to enhance a product
• Didn’t need to blow up consumers with
TV and other ads