| Title | Make Up Genius |
| Agency | McCann Paris |
| Campaign | Makeup Genius |
| Advertiser | L'Oréal |
| Brand | L'Oréal |
| Date of First Broadcast/Publication | 2015 / 6 |
| Business Sector | Apparel, Fashion & Footwear |
| Story | SUMMARY: CHALLENGE: Cosmetic counters are places of such choice and confusion, women often stay with what they know. Trying something new is just too difficult. OBJECTIVE: In this environment, we had to increase trial of L'Oréal Paris products. STRATEGY: There are plenty of Makeup apps based on still images but it doesn't help the consumers to get a real advice, a real simulation.What would happen if we gave people an entirely new way to try on makeup? With Makeup Genius, L'Oréal offers consumers to try out the products they might not otherwise have tested or considered, and to buy it directly online EXECUTION - Launch event and press conference in Cannes with key influencers and the support of global L'Oréal Paris' spokespeople - PR coverage by major editorial medias - TV commercial featuring L'Oréal Paris' spokespeople discovering the app and trying it - Dedicated prints and call to action on all L'Oréal Paris makeup products prints - Digital trailers featuring local spokespersons to cover the main zones - Push on the brand websites and banners campaigns - Bloggers and social influencers activation - A technological / digital innovation which gives the brand a step ahead of its competitors - A huge image benefit for L'Oréal Paris being the first to offer such a useful and realistic service to consumers - Number of countries who adapted the app: 46 - Number of app downloads WorldWide: 14.3+ million - Cumulated number of looks tried WorldWide: 60+ million - Cumulated number of products tried WorldWide: 267+ million For the first time, the 'manufacturer / product centric' company L'Oréal Paris had to manage the launch of a service as if it was a new product. A massive cultural change... With this campaign, the brand moved into a new territory of marketing service, allocating the same kind of budget as if they were launching a new product or brand. |
| Media Type | Digital |
| Length | |
| Chief Client Officer | Nannette LaFond-Dufour |
| President | Caroline Montrichard |
| General Manager | Alexandra Dupy |
| Digital Coordination Director | Philippe Santini |
| Creative Director | Sylvain Mérigeau |
| Art Director | Claire Besançon |
| Copywriter | Agathe Dupasquier |
| Digital Account Manager | Charlotte de Nercy |
| Brand President | Cyril Chapuy |
| Global Director Of Digital | Esohe Omoruyi |
| Vice President (VP) | Yann Joffredo |
| Avp Global Product | Eva Yean |
| Global Vice President Of Digital R/I Incubator | Guive Balooch |
| Vp Integrated Marketing Communication | Remy Averna |
| Chief Innovation Officer | Jacques Challes |
| Production Company | Image Metrics |
| Chief Executive Officer (CEO) | Ron Ryder |
| Production Company Vp Product | Nick Ramsay Image Metrics |
| Production Studio | My Studio Factory |
| Chief Executive Officer (CEO) | Belaid Moucer |
| Production Studio Creative Director | Benjamin Foucaud |
| Project Manager | Martin Thibaud |