L’Oréal Paris is a partner of the Zurich Film Festival. At this event, Elnett, the timeless premium glamour brand is associated with the promotion.
Aim: To target a younger audience than its core market by associating Elnett with
the glamorous world of cinema.
Concept: Shape: a replica of the Elnett hair spray bottle, highly characteristic of the brand; a 360° spread for optimum product visibility.
Colours: red and black in honour of the world of cinema and to add contrast with the colour gold thus focusing interest on the product.
A point-of-sale advertising positioned in strategic stores together with presence at special promotions for maximum visibility. Simultaneous TV campaigns based on the same theme.
Results: More than 300 displays placed in-store within 4 weeks.
