L’Oreal Dark and Lovely
How can we make a legacy Black hair brand appeal to a more Millennial and Gen-Z audience? L’Oreal’s Dark and Lovely was looking for a brand makeover with the launch of their new protective styles line.
Production
1ParkNine
+ Full Story
The Strategy
In the black community, protective styles are commonly used for length retention for your natural or relaxed hair. Our team came up with the campaign name, Underneath it All, to symbolize that beneath your protective styles your hair and scalp still need love and attention to remain healthy.
The Challenge
Right before our big brand launch, covid-19 happened and had everyone locked in their homes—and for Black women, this meant the struggle of trying to figure out how to care for their hair without professional services. And where some saw failed marketing plans, we saw opportunity. We quickly put together a plan to do a remote shoot all around protective styles and the ease that Dark & Lovely products created with at-home hair care. This quick thinking not only landed us the highest trafficked ad at L’oreal for 2020 (across all their brands, not just their multicultural brands), but also landed us an AOR relationship with the brand for the next year.
We Delivered
Production
1ParkNine
The Strategy
In the black community, protective styles are commonly used for length retention for your natural or relaxed hair. Our team came up with the campaign name, Underneath it All, to symbolize that beneath your protective styles your hair and scalp still need love and attention to remain healthy.
The Challenge
Right before our big brand launch, covid-19 happened and had everyone locked in their homes—and for Black women, this meant the struggle of trying to figure out how to care for their hair without professional services. And where some saw failed marketing plans, we saw opportunity. We quickly put together a plan to do a remote shoot all around protective styles and the ease that Dark & Lovely products created with at-home hair care. This quick thinking not only landed us the highest trafficked ad at L’oreal for 2020 (across all their brands, not just their multicultural brands), but also landed us an AOR relationship with the brand for the next year.
We Delivered
Over 100 assets of video, stills, GIFs, and social assets over the course of a year.
The Results
The Protective Styles assets were the highest grossing e-commerce assets at L’Oreal in 2020.
Production
1ParkNine
