Case Film

Presentation Image

Title	MAKE UP GENIUS VIRTUAL MIRROR
Brand	L'ORÉAL PARIS
Product/Service	VIRTUAL MAKE UP MIRROR APPS
Category	C01. Fast Moving Consumer Goods
Entrant Company	McCANN PARIS, FRANCE
Advertising Agency	McCANN PARIS, FRANCE
Production Company	IMAGE METRICS Las Vegas, USA
Production Company 2	MY STUDIO FACTORY Paris, FRANCE

Name	Company	Position
Nannette Dufour	Mccann	Chief Client Officer
Cyril Chapuy	L'oréal Paris	Brand President
Caroline Montrichard	Mccann Paris	President
Esohe Omoruyi	L'oréal Paris	Global Director Of Digital
Yann Joffredo	L'oréal Paris	Global Vp Make Up
Alexandra Dupy	Mccann Paris	General Manager
Eva Yean	L'oréal Paris	Avp Global Product
Guive Balooch	L'oréal Paris	Global Vice President Of Digital R/I Incubator
Philippe Santini	Mccann Paris	Digital Coordination Director
Remy Averna	L'oréal Paris	Vp Integrated Marketing Communication
Belaid Moucer	My Studio Factory	Associé Fondateur
Mike Rogers	Image Metrics	VP of Research
Sylvain Merigeau	Mccann Paris	Creative Director
Jacques Challes	L'oréal	Chief Innovation Officer
Benjamin Foucaud	My Studio Factory	Directeur De Création
Claire Besançon	McCann Paris	Senior Art Director
Jacques Playe	L'Oréal Paris	CTO of Scientific Tools and Data
Emilie Cristini	L'Oréal Paris	Global Digital Product Manager
Martin Thibaud	My Studio Factory	Chef De Projets
Kevin Walker	Image Metrics	Chief Technical Officer

Brief Explanation

CHALLENGE: Cosmetic counters are places of such confusion, women often stay with what they know. 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 considered, and to buy it directly online The brand moved into a new territory of marketing service.

Results and Effectiveness

- 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

Creative Execution

Make Up Genius is based on a centrally originated creativity. It has been deployed in 46 countries through advertising and digital activation. The 360° campaign featured: - Dedicated prints and TV advertising - Localized youtube viral videos: digital trailers featuring local spokespeople to cover the main zones - Bloggers and social influencers' activation - Call to action on all L'Oréal Paris' Makeup product prints - Global social audience reach - Direct marketing - L'Oréal Paris' E-CRM database direct activation - Banners - PR Events and endorsement: launch with global and local spokespeople - Push on the brand websites

Insights, Strategy and the Idea

Makeup Genius targets all existing L'Oréal Paris' consumers and aims to massively recruit new ones. For the first time, the brand is directly connected to its end users. This used to be impossible since the manufacturers had to rely on retailers to interact directly with consumers. This direct connection is very valuable and it is a major revolution for fast-moving consumer goods' corporate, technology and marketing strategies. Thanks to digital/mobile, the brand recreates a content and a relationship with the consumer that has never happened in the self-service world.