Seamless integration of L’Oreal -branded content useful to our target audience added entertaining value to the show. ‘Mystery’ celebrity visits to the Academy offering exclusive style tips and bearing L’Oreal gifts were used to create new story angles. Just before the finals the remaining contestants made huge transformations with new hair colours, ranging from blonde to several brown hues. The content was all about beauty and glamour, just like the L’Oreal brand.

L’Oreal reported double-digit sales increases across all product categories and the profile of purchasers went from being minority Malay to an amazing 65% Malay.