3. L’Oreal Natural Match - Key Facts
L’Oreal Natural Match Campaign was launched in the US and UK in 2006.
•
Current Ingredients - Ammonia-free permanent color cream, uses Color-Calibrated
•
technology to deliver dimensional, glossy and reflective tones.
– Nutri-Gloss Infuser™ made with 100% natural pomegranate, apricot and jojoba oils
(rich, glossy shine)
– Hydra-Gloss Conditioner enriched with aloe, and green tea (to deeply condition
hair)
Sunday, March 22, 2009
4. L’Oreal Natural Match - Creative Overview
Overall Equity: Natural Color
•
Brand character: Natural, warm, friendly, approachable
•
• Penelope Cruz is brand’s spokeswoman in NA & Global since launch.
• In NA, Current Messaging:
– High gloss color
– Natural
– No ammonia
• In NA, high-gloss color is main benefit:
– 2008 Creative had some overlap with P10: “hair that changes everything”; liquid hair
look; high gloss color
– Slight messaging shift from 2007, which was more about natural color
• In 2009 in NA, no advertising seen so far for Print & last run of the “Its What I’ve Been
Waiting for” :15 spot (2008 execution) was monitored on February 28th.
Sunday, March 22, 2009
5. L’Oreal Natural Match - Creative Overview
• In the UK & global regions look tone and feel advertising remains consistent (spots are mainly
adaptations)
– AAI & South Africa run pick-ups of UK spots and vice versa.
• Current messaging remains similar to that of NA
– High gloss color
– Natural
– No ammonia
• Globally the brand introduced new shade collection tags.
– “Glossy Chocolates” in 2007
– “Glossy Blacks” in 2008
• Refreshed TV of NA execution was launched globally in 2008 with a new shade collection “Glossy
Blacks” (“Glossy Chocolates” in 2007).
5
Sunday, March 22, 2009
6. L’Oreal Natural Match TV (2006)
Messaging strategy:
“Natural Look” :30
•
Benefit: Gentle & natural color
First Run: January 16th
–
RTB: no ammonia
Other support: Shade selector service helps
“Guessing Game Over” :15 select shade that looks naturally best on you and
•
tones that looks best on your skin
First Run: March 20th
–
Messaging strategy:
“Let Your Color Shine” :30
• Benefit: Gentle, glossy & polished color
First Run: August 14th
–
RTB: no ammonia
Other support: Permanent
Sunday, March 22, 2009
7. L’Oreal Natural Match TV (2006) - Insights
2006 launch advertising features Penelope in the same setting and
environment.
Initial TV executions call out the shade selector service, while TV executions
in the latter half of 2006 discontinue the mentioning of this service.
RTB remains consistent through out the 2006 executions.
Slight messaging shift in “Let Your Color Shine” :30 spot to incorporate
additional benefits of “Glossy, polished” color that looks natural.
Sunday, March 22, 2009
8. L’Oreal Natural Match TV (2007)
Messaging strategy:
“Look Natural” :30
•
Benefit: Natural color that compliments your skin
First Run: January 19
–
tone
RTB: no ammonia, aloe and green tea
Other support: Permanent
“Look Natural” :15
• Play corresponding TV
and then talk to the
First Run: January 19
–
obeser vation slide.
Sunday, March 22, 2009
9. L’Oreal Natural Match TV (2007) - Insights
In 2007 TV executions, we find major shift in messaging; brand introduces an
ingredient story by adding new RTBs “aloe and green tea”
Overall advertising continues to support the overarching idea that “natural
color compliments you skin tone”.
2007 executions do not talk to the shade selector service.
Sunday, March 22, 2009
10. L’Oreal Natural Match TV (2008)
Messaging strategy:
“Hair Color that Changes
•
Benefit: Helps block damage, glossy, shiny color
Everything” :30
RTB: Natural Aloe & Natural Pomegranate
First Run: January 11th
–
Other support: Permanent
Play corresponding TV??
“What I’ve Been Waiting For” :15* talk to this
• and then
First Run: March 3rd
–
slide...
* Last run of this spot was February 28, 2009.
Sunday, March 22, 2009
11. L’Oreal Natural Match TV (2008) - Insights
Much more so than previous spots, 2008 executions emphasizes the benefit of “high gloss color”
while continuing to speak to traditional “natural” benefits like “no ammonia” and “helps block
damage”, both of which are supered in the spots.
The spots calls out “100% Natural Aloe” and “100% Natural Pomegranate” as RTBs. The addition of
pomegranate is new news as they were most recently communicating aloe and green tea as
ingredients. They are also calling out that the pomegranate ingredient is “anti-oxidant” rich.
Insights / Implications
The first :30 execution went directly against one of the key benefits of Madonna – high gloss color.
In an attempt to cause even further consumer confusion, they have also usurped Madonna
language by directly lifting the “haircolor that changes everything” copy. Additionally, the “anti-
oxidant” message follows the lead of Natural Instincts, which is also calling it out as a RTB the “less
damaging” benefit.
Sunday, March 22, 2009
25. Garnier Nutrisse - Key Facts
The Garnier Nutrisse campaign launched in NA featuring Sarah Jessica Parker in 2000.
•
– In the UK, featuring Davina McCall in 2004
– In CA,
Current Ingredients - Permanent haircolor creme that nourishes with grapeseed and
•
avocado oil
– Avocado enriched conditioner
In NA, Nutrisse Color Creme oers 38 shades (3 brunette shades fall under Nutrisse’s
•
Nutri-Brown Collection).
In UK, Nutrisse Color Creme oers 26 shades
–
Sunday, March 22, 2009
26. Garnier Nutrisse - Creative Overview
• Target: Casual style seeking women, 25-54 who want to color their hair but are afraid
of damage, striving to balance a busy live without compromising great looking hair.
• Overall Equity: Nourishing Color -that cares as it colors
• Brand Character: Natural, modern, active, upbeat
• Nutrisse is our biggest threat; the brand is growing all over the world and infringes on
the territory of both NNE (character, tone) and NI (health benefit, natural ingredients)
• Current messaging is consistent in NA and globally:
– Nourished hair for better color
– 2x Avocado Oil
– 100% Grey coverage
• Nutrisse is a model of consistency; the look/tone/feel of advertising is templated
globally.
– Growing in most global markets while touting the same benefits and RTBs
across the board
- Globally the brand continues to stay true to the brand’s core benefit message of
“Nourished hair, better color”
- Benefit from the halo of other categories (using same local celebrities)
–
Sunday, March 22, 2009
27. Garnier Nutrisse - Creative Overview
• Garnier is using a local celebrity strategy; executions dier in market
– Relatable women in everyday settings; local celebrities not A-listers.
– Brand spokesperson in US, AAI SA: Sarah Jessica Parker
– Brand spokesperson in Canada: Chantal Kreviazuk
– Brand spokesperson in UK: Davina McCall
• Advertising sometimes features :05 tags from skin care Shade Collections
– Shade collections continue to be a key driver of the business and are
consistently supported around the world
– Eective use of shade promotions to bring “new news” and maintain shelf
space
Sunday, March 22, 2009
28. Garnier Nutrisse TV (2005 - 2006)
Messaging strategy:
“Better Color” :30
• Benefit: Nourished hair, better color; rich-
luscious nourishing color
First Run: March 7th, 2005
–
RTB: Grapeseed and avocado oil
Other support: Nourished hair takes color better
“Better Color” :15
• and holds it longer root to tip, 100% grey
First Run: April 25th, 2005 coverage.
–
Messaging strategy:
“Something Fabulous” :30
•
Benefit: Nourished hair, better color; rich, radiant
First Run: March 21st, 2006
–
color
RTB: Grapeseed and double the avocado oil
Other support: Nourished hair takes color better
“Something Fabulous” :15
•
and holds it longer root to tip, 100% grey
First Run: March 27th, 2004
–
coverage.
28
Sunday, March 22, 2009
29. Garnier Nutrisse TV (2007 - 2008)
“Something Fabulous w/ Nutritioniste Messaging strategy:
•
Benefit: Nourished hair, better color; rich,
Tag” :30
radiant color
First Run: March 19th, 2007
–
RTB: Grapeseed and double the avocado oil
Other support: Nourished hair takes color
better and holds it longer root to tip, 100%
grey coverage.
Messaging strategy:
“The Secret to Better Hair” :30*
•
Benefit: Nourished hair, better color; rich,
First Run: March 24th, 2008
–
radiant color
RTB: Grapeseed oil concentrate and avocado
“The Secret to Better Hair” :15*
• oil.
First Run: April 28th, 2008 Other support: 100% grey coverage.
–
*Last run of these spots were monitored the w/o 3/16, 2009
29
Sunday, March 22, 2009
30. Garnier Nutrisse TV (2005 - 2008) Insights
The look, tone and feel of advertising remains consistent.
In all TV executions, Nutrisse continues to link nourishment to a color benefit and
stays true to the brand’s core benefit message of “nourished hair, better color.
Besides the traditional message of “nourished hair means better color”, executions
from 2006 - 2008 also tout “rich, more radiant color root-to-tip” and 100% gray
coverage as additional benefits.
RTBs remains the same for all executions from 2005 - present.
In 2008, both TV and Print prominently highlight the grape seed component
(ampoule) to further drive the nourishing benefit.
In 2009, we see only FSI drops for Print and a continuation of 2008 “The Secret to
Better Hair Color” :30/:15 TV executions.
Sunday, March 22, 2009
36. Garnier Nutrisse FSI (December 2005) - Burlington
County Times
Sunday, March 22, 2009
37. Garnier Nutrisse FSI (April 2006) - Newark Star Ledger
37
Sunday, March 22, 2009
38. Garnier Nutrisse FSI (October 2008) - New York Daily News
(This FSI creative was tracked this month, March 2009)
38
Sunday, March 22, 2009
39. Garnier Nutrisse FSI (February 2008) - New York Daily News
39
Sunday, March 22, 2009
Editor's Notes
Natural Match, as the new permanent, ammonia-free formula is called, uses Color-Calibrated technology to deliver dimensional, glossy and reflective tones, a challenge in the at-home hair color category. While Natural Match aims to provide women with a true match to their natural color, perhaps most importantly it aims to demystify the hair color selection process.
Questions:
Do we need to include Last run, Total No. of Airings and Cost?
Main Benefit: Gentle color that won’t look artificial and natural color that compliments your skin tone.
Gentle color that wont look artificial; glossy, polished color that looks natural and compliments your skin tone
Questions:
Do we need to include Last run, Total No. of Airings and Cost?
Our understanding is that the trademark process for “haircolor that changes everything” is in progress but our hope is that we’re at a stage where we may be legally justified in defending the use of the line. Does the fact that the line has been used in market for several weeks (it’s on the website) help us make an argument?
In-Books: Vogue, W-National
SP versions of this Ad ran in latter half of 2006 and in 2007.
In-Books: Real Simple, Allure, Glamour
In-Books: Real Simple, Allure, Glamour
In-Books: Real Simple, Allure, Glamour
In-Books: Vogue October 1st
In-Books: Vogue October 1st
In-Books: Self, In style, Beneatha Hunter
March 1
st
Cosmopolitan
2007 Print: They no longer use the hair color swatch visual in the background. The copy talks to the RTBs of Aloe and green tea that is depicted visually.
Vanity Fair May 1st
FSI Drop September 2007
FSI Drop September 2007
No print in 2008
Natural Match, as the new permanent, ammonia-free formula is called, uses Color-Calibrated technology to deliver dimensional, glossy and reflective tones, a challenge in the at-home hair color category. While Natural Match aims to provide women with a true match to their natural color, perhaps most importantly it aims to demystify the hair color selection process.
Globally Nutrisse continues to identify and feature, local celebrities not A-listers while staying true to the brand’s core benefit message of “nourished hair, better color”. The brand also remains consistent with their strategy of bringing new news through shade collections
Davina McCall – UK
Sarah Jessica Parker – US
Australia – SJP & (2008 – 2009) Ran spread executions featuring Natalie Bassingthwaighte
SA: SJP
Globally Nutrisse continues to identify and feature, local celebrities not A-listers while staying true to the brand’s core benefit message of “nourished hair, better color”. The brand also remains consistent with their strategy of bringing new news through shade collections
Davina McCall – UK
Sarah Jessica Parker – US
Australia – SJP & (2008 – 2009) Ran spread executions featuring Natalie Bassingthwaighte
SA: SJP
