| Title | GarnierFructis.com |
| Agency | Razorfish |
| Campaign | GarnierFructis.com |
| Advertiser | L'Oréal |
| Brand | Garnier Fructis |
| Posted | April 2004 |
| Business Sector | Hair Care Products |
| Story | The purpose of the website is to promote the Garnier Fructis brand online and provide users with information on the full line of shampoos, conditioners, and styling products. |
| Philosophy | The website was developed entirely in Flash, creating a fully interactive, engaging, and fun environment for the consumer target. The site taps into some of the core passion points of the target audience: new music (Fructis Radio), flirtation (Daily Dose), practical jokes (Hair Interventions), free bees (Get Lucky), self exploration (Career Quiz) and viral features. We beleive the look and feel of the site is edgy enough to feel authentic for this very skeptical consumer while still balancing the core values of the brand. |
| Problem | The website needs to target a bullseye of 18-24 year olds, male and female, multi-ethnic. The goal is to generate buzz for the new Garnier Fructis Style line while extending awareness around the shampoo and conditioner base business. There must be viral experiences on the site that appeal to the consumer target, driving store traffic and increasing purchase intent. In addition, the website needs to integrate with offline advertising. |
| Media Type | Web Site |
| Market | United States |
| More Information | www.GarnierFructis.com |
| Creative Director | Susan Easton |
| Art Director | Liza Pagano |
| Copywriter | Silvia Fernandez |
| Graphic Designer | David Lee |
| Graphic Designer | Liza Pagano |
| Graphic Designer | Alejandro Melguizo |
| Programmer | Matt Wallace |
| Programmer | Michael Scafidi |
| Programmer | Kathleen Soule |
| Programmer | Matt Saunders |
| Illustrator | Maggie Hong |
| Agency Producer | Rich Yeung |
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