To introduce this campaign to the world on the Golden Globe awards, we sought out Hollywood’s biggest comeback story: Winona Ryder. For years, she was the darling of the screen, featured in hits like Heathers, Edward Scissorhands, Beetlejuice and Little Women. Then after some unflattering incidents in the press, she fell off the radar. But with the breakout success of Stranger Things, she’s made a comeback. In this spot, we see an actress getting ready for a performance in her dressing room. Her identity is concealed from us. As she is summoned on stage, she walks out and turns toward camera and we see it’s Winona. A super reads “Everyone loves a comeback. Great ones deserve great hair.” We see a shot of new Elvive from L’Oréal Paris and a VO that says “revive your damaged hair with new Elvive.” Finally a super reads “Because You’re Worth It.”

In troubling times, a story of powerful, female-focused comebacks is more relevant than ever.

So, we launched at the Golden Globe awards, featuring Hollywood’s biggest comeback: Winona Ryder. This lit the fire of media outlets across the nation and was called one of the biggest moments of the Golden Globes. To sustain this conversation, we engaged a variety of media sources all connected under the umbrella of a comeback.

• Dates of commercial release: 1/8/2018 – 6/1/2018

• Distribution: In the U.S.: National broadcast (Golden Globes, Network Prime, Prime Cable, Cable, Daytime, Syndication, Early Morning), digital video pre-roll (Google Preferred, TrueView, Adobe) , Print, social networks (Facebook, Instagram, YouTube, Twitter)

• Platforms: TV, Print, Digital, Social, Search, Website integration.

Tier 1:

The comeback campaign featuring Winona generated 1.2 billion impressions and was the largest PR response in L'Oreal Paris history. At its inception, Elvive had 1015% growth in conversation.

Tier 2:

According to Nielsen Brand Effect, this atypical emotional approach to haircare was highly memorable and exceeded the haircare norm in memorability by 16% and purchase interest by 7% . And currently occupy the #1 and #2 spot in the top 10 haircare campaigns for net performance. Additionally, consumers interacted with the brand in a way that they hadn’t before, churning out emotionally driven responses spanning videos, memes, texts and tweets.

Tier 3:

Elvive accelerated sales growth by 18% YTD. Currently the brand is at a 4.0$ and at a 5.9$ YTD for treatment brands specifically. Additionally, YTD Elvive is currently the #1 Repair brand to overtake the category leader.