As with any new product launch the goals for Open Hair Color were to:- Encourage trial - Create awareness- Generate excitementRecognizing the importance of differentiation from a psychographic standpoint lead us to reveal through our research that these young women were highly interested in entertainment and popular culture and were likely to be college student. With this insight in hand, we built a media strategy touch and surround them as they went about the pattern of their lives, knowing that this younger audience is media fickle. Open Hair Color's media program included vehicles L'Oreal had never used before. Each media element was timed to build upon the next for a "building block" or layering strategy.TV: Dayparts of Prime and Cable were re-labeled "teen", "adult" for optimal media synergy, program selection. Late night, not traditionally used by L'Oreal, was added to generate awareness, extend reach among the college segment in a clutter-free environment. :60 units were used the first few weeks. Younger skewing Teen Cable programming at high GRP levels, then in carefully chosen Teen Primetime programs.

OOH: At 16% of Open's media budget, the secondary media, OOH was utilized to surround the target, while aiming to recruit non-users. A specific :60 creative was developed for cinema advertising during peak summer movie months, with carefully selected titles. Other OOH included bus posters, postcards distributed on college campuses, music stores, wallscapes in 5 major US cities, telephone kiosks on college campuses.PRINT: The smallest budget of the major media, carefully chose teen titles supported the goal of educating, recruiting new users. Special issues, sections that focused on entertainment were critical to embracing the psychographic target. Ethnic titles, Honey & Latina showcased the multi-ethnic creative.

ADDED VALUE: Events strategically planned to involve the target with the brand and provide as much opportunity as possible to sample and educate. 1/3 page units were negotiated to drive traffic to Open's website, support a web only free sample promotion. Open sponsored Teen People's Rock 'N' Shop Mall Tour, which allowed consumers to try a new shade of Open, compete in a karaoke contest singing the TV campaign jingle. CONSUMER EVENTS: Zootopia sponsorship - an all day mega-concert, on-site coloration, consultations, interactive imaging, contests. Campus movie screenings featuring Open consultations were used at Colleges.WEB: The Open website went live a month before the launch, here consumers could receive help picking the appropriate shade and obtain a free box.FSIs: FSIs were carefully timed to key points in the launch.Results:Within 3 months, Open had surpassed its original goal of a 2.7% dollar share, without cannibalizing existing L'Oreal brands. In fact, dollar share for all L'Oreal permanent hair color brands increased during this same time period. Open's success continues in 2002, already reaching 5.1% dollar share*. This is exciting as Open was the highest priced new entry (versus Clairol Herbal Essences, Garnier Lumia), with the smallest coupon program, amount. *Source: 2002Nielsen The Media Team developed and successfully sold:Entry into never before used media for L'Oreal (cinema, late night TV, postcards, college campus media)A new way of looking at TV beyond traditional day-partsA heavier investment in OOH than print/magazines The insight into this group as entertainment and pop culture enthusiastsAdditionally, the media team worked collectively to keep goals consistent and co-ordinate across all media types. Just some of the challenges L'Oreal faced in introducing a new hair color were- A highly cluttered and mature category- Competitors launching hair color products as line extensions to existing successful and popular brands targeted to a similar demographic group- With high advertising spending- Supported with high value price promotion (coupons)- Distinguishing the brand from it's "L'Oreal sisters" so as to prevent cannibalization- L'Oreal's entry was the highest pricedPsychographic profiles of the potential users played a key role in creating the highly focused and strategic media plan which was a requirement toward the goal of bringing new, younger hair color users to the brand/ category while clearly distinguishing it from the others.

The Media Team developed and successfully sold:Entry into never before used media for L'Oreal (cinema, late night TV, postcards, college campus media)A new way of looking at TV beyond traditional day-partsA heavier investment in OOH than print/magazines The insight into this group as entertainment and pop culture enthusiastsAdditionally, the media team worked collectively to keep goals consistent and co-ordinate across all media types.