The client’s brief was simple – make a positive association between L’Oreal, beauty and fashion. Any activity must portray the L’Oreal Paris values of leadership, quality and innovation. Universal McCann must raise the company’s profile amongst beauty industry professionals and consumers. To boost sales of new and existing L’Oreal products.To this end, it was discovered by Universal McCann, during a proprietary research program, that our core consumer target of women 18-54 generally did not believe that a fashionable look was completed by hair and makeup! Also, our target were sceptical of large scale advertising campaigns trying to portray a fashionable image, believing that dominant advertisers (such as L’Oreal) were just trying to “buy” an image relating to fashion that was not sustainable in reality. To this end, Universal McCann had to find a solution that would conclusively ensure that the women of New Zealand positioned L’Oreal as a range of beauty products synonymous with New Zealand Fashion. Universal McCann utilised many consumer insights to develop a key understanding about the key to linking L’Oreal to fashion, realising that the link with beauty had already been firmly established. We found we needed to go beyond a traditional media advertising solution in order to engage a complete understanding of our objective in the eyes of the consumer.To this end, we found that the sponsorship and exclusive naming rights to the inaugural New Zealand Fashion Week was available. Once secured, a plan was put into effect using PR, traditional and non-traditional advertising means. Above the line advertising of L’Oreal’s involvement included the use of over 100 bus stop Super Lites in the main inner city and shopping districts, 20 Eye Lites, (an emphasis was put on targeting upmarket shopping malls, where a high proportion of sales are achieved). Plus a multitude of street pole flags, cross-street banners along the main street and mega billboard directly opposite the Auckland Town Hall (venue for the event) to help promote the ‘special event’ feel of Fashion Week. In magazines, a four-page “Beauty Odyssey” was inserted in Next, FQ and Style (key fashion titles), while an exclusive advertising supplement was developed and distributed in association with INL Magazines.Meanwhile, three mobile makeup counters, situated on the pavements of high fashion shopping districts, were created to offer free makeovers to passers-by, and all in-store promotions were geared towards the fashion event. Perhaps the most unique aspect of the strategy was the creation of the “Powder Room”, a media and VIP room dedicated to pampering journalists and invited members of the fashion and beauty industry. Involving 35 makeup artists and hairstylists, generous catering, press packs and other gifts, the Powder Room concept helped achieve huge positive publicity for the event and L’Oreal. Additionally, a large “L’Oreal Experience” marquee was constructed as part of the fashion show consumer weekend.The results were incredible. L’Oreal became synonymous with New Zealand Fashion Week 2001 as is demonstrated in the VHS accompanying this entry.Over the promotion period, sales increased to hundreds of units daily within individual retail outlets in the Auckland district alone. In fact, the overall 25% lift in sales were so dramatic some pharmacies and department stores hired temporary staff to help deal with the huge influx of customers.Energy Fizz, a new summer makeup range from L’Oreal was launched during Fashion Week, immediately achieving unprecedented sales results. Universal McCann were charged by L’Oreal Paris to ensure that their brands were not only synonymous with Beauty but also with “Fashion”; and strengthen their involvement within the New Zealand market. We sought out all opportunities available to achieve this and drove the entire process.The solution was the sponsorship of an event – the inaugural New Zealand Fashion Week. We went further than that, ensuring the success of the campaign was driven from all angles by integrating – Advertising (without the benefit of television)Public RelationsPoint of SaleSpecific Brand Launch – Energy Fizz, L’Oreal’s summer makeup collection, rode on the fashion week name to record extraordinary sales.Taking L’Oreal to the people – beauty booths around high fashion districtsSponsorship of the inaugural L’Oreal New Zealand Fashion Week was an unparalleled success for all involved and built upon the natural synergy between the Fashion and Beauty industries. L’Oreal’s aim to help the New Zealand consumer understand that a fashionable look is achieved by a combination of garments, accessories and, just as significantly, hair and make-up was clearly achieved. The show garnered excellent media coverage, and helped L’Oreal realise a huge increase in awareness and sales. L’Oreal trusted Universal McCann to utilise key consumer insights to develop a highly integrated, non-traditional media solution to their brief upon discovering that our consumer target (women 18-54 years) did not believe a fashionable look was completed by hair and makeup. Our media solution looked outside of traditional media avenues to guarantee L’Oreal’s presence within the New Zealand market was increased above all expectations and brought to life the reality that L’Oreal really was part of fashionable New Zealand.L’Oreal’s exclusive event naming rights, high profile both at and around the show with the “Powder Room” media centre, mobile beauty counters within high fashion districts and giveaways helped make the brand synonymous with Fashion Week and, ultimately, fashion.Universal McCann worked with L’Oreal’s advertising agency, McCann-Erickson, to ensure all products launched throughout this period integrated into L’Oreal New Zealand Fashion Week. This was achieved throughout, again establishing a firm link between L’Oreal, beauty and fashion. During the month of October 2001 (month of L’Oreal New Zealand Fashion Week) L’Oreal New Zealand experienced a record financial month with a 25% increase on its previous record, made the previous October. This proves conclusively the success of this campaign strategy.

Universal McCann were charged by L’Oreal Paris to ensure that their brands were not only synonymous with Beauty but also with “Fashion”; and strengthen their involvement within the New Zealand market. We sought out all opportunities available to achieve this and drove the entire process.The solution was the sponsorship of an event – the inaugural New Zealand Fashion Week. We went further than that, ensuring the success of the campaign was driven from all angles by integrating – Advertising (without the benefit of television)Public RelationsPoint of SaleSpecific Brand Launch – Energy Fizz, L’Oreal’s summer makeup collection, rode on the fashion week name to record extraordinary sales.Taking L’Oreal to the people – beauty booths around high fashion districtsSponsorship of the inaugural L’Oreal New Zealand Fashion Week was an unparalleled success for all involved and built upon the natural synergy between the Fashion and Beauty industries. L’Oreal’s aim to help the New Zealand consumer understand that a fashionable look is achieved by a combination of garments, accessories and, just as significantly, hair and make-up was clearly achieved. The show garnered excellent media coverage, and helped L’Oreal realise a huge increase in awareness and sales.