Challenge: L'Oréal Paris arrived on the men's cosmetic market and, on its way, did battle against Nivea for Men, a mammoth brand which structures the market. Two points at stake: educate men on skincare and force the change in behaviour by dumping false ideas. Solution: Dramatise the demonstration using women as spokepersons for the brand by simulating an attack and hacking of the site by an activist group of women (NLF) demanding equal rights on skin care, setting up a classical online campaign together with a PR buzz campaign (NLF blog, newsletters). Results: 1,400,000 visits in three months.