L’Oréal Elvive
The Lineup.
How do you explain “perfectly balanced hair” to people who skip beauty ads?
my role.
- Creative Strategy
- Concept
- Writing
- Direction
the problem.
Elvive was launching a range built on “perfectly balanced hair” and needed to reach Gen Z and young men, not only its usual buyers. But the benefit was hard to explain, and a typical beauty ad would only reach the people who already buy the brand.
what we found.
Hair care ads all look the same: slow-motion hair flips, glossy close-ups and a science diagram. Gen Z skips ads more than older generations, and 94% of Gen Z and millennials prefer brands that are funny. To reach them and educate them about “perfectly balanced hair,” the launch couldn’t look like another hair care ad.
Sources: Kantar Millward Brown, AdReaction, 2017. Oracle, The Happiness Report, 2022.
So we positioned the launch as entertainment first, with the benefit built into the story instead of just being explained.
the idea.
Since the client described perfectly balanced hair as “you can just tell,” we needed a format where people compare hair side by side. Hair is too oily, too dry or just right, and anyone can see the difference in a line of people. So we created a police lineup, where perfectly balanced hair is the clue that solves the case.
the film.
Someone robbed the L’Oréal truck! Three suspects are lined up while the head investigator pushes them to their limits. And the only way to find the culprit is to find perfectly balanced hair.
the process.
Storyboard
Storyboard
Storyboard
Storyboard
Storyboard
on set.
Behind the scenes of The Lineup.
got a creative problem?
Bring your problem. You’ll leave the call knowing what I’d do about it. Free, 20 minutes, Monday to Friday, 9am to 5pm Dubai time.