L'Oréal: Beyond fifty shades of black

L'Oréal, the cosmetics brand, shifted the narrative of hair colour to increase its sales in India.

Campaign details

Brand: L'Oréal Brand owner: L'Oréal Entrant company: McCann India, Mumbai Market: Asia (general region) Sector: Hair care Media channels: Online video, Social media, Television, Websites & microsites Budget: 1 - 3 million

Executive summary

This case studies the journey of Loreal Casting Crème gloss, a hair color brand, that unlocked the power of diverse shades to encourage women to reclaim their 'to-be' agency and increased its sales.