L’Oreal Paris Color Vibrancy Intensive US Launch PLAN

The Challenge

Create L’Oreal Paris’ complete launch plan for a hair care line that treats damaged color-treated hair, without cannibalizing from its parent line for healthy color-treated hair.

The Solution

Key differences between the healthy and damaged color-treated hair consumers, as well as dozens of product extension case studies from leaders like Apple & Burberry, forged the path to successfully targeting the right consumers. They were acquired through geotargeted digital & TV media, educated with sampling & in-store experiences at retailers to ensure they’re choosing the right products for their hair, and ultimately advocates through reviews and user-generated content.

The Result

Color Vibrancy Intensive launched in 2017, selling 9.9 million units in its first 3 years, growing its parent products’ sales with it, ultimately earning incremental market share for L’Oreal Paris.

Key Skills Applied

Marketing strategy, digital content strategy, lead generation, competitive analysis, project management, display & presentation design.

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Diving deeper into color-treated consumers to identify the target consumer

Heatmapping over-indexing in color-treated hair products (% of all hair care) vs population density, confirming its popularity in cities & identifying where to target media.

Among the case studies I looked into was Burberry, whose social content strategies grew the brand significantly while launching product extensions

Product intro page, detailing the Color Vibrancy Intensive promise

360 degree launch plan overview, from awareness to advocacy

Cross-brand sampling strategy with L’Oreal Paris Feria.

End cap display I designed, educating consumers about which Color Vibrancy products are right for them.