Strategy
L'Oreal asked TLA to advise on comms strategy for their category defining 'Age Perfect Campaign' which sought to market their 50+ skincare range in an age positive manner to consumers.
When sales of L'Oreal's Age Perfect skincare were down by 14 per cent and many UK women said they did not feel affinity with the brand, L'Oreal knew they needed to do something drastic to win back market share. TLA, tasked with uncovering strategic audience insights, hosted focus groups with leading industry influencers and experts, discussing the key issues and skincare concerns posed to them by their audiences and also how they felt about current ‘anti-ageing’ messaging.
This immersive research was then used by L'Oreal to inform marketing approach and language used within their famous above the line campaign featuring Helen Mirren. This insight led approach permitted authentic connection with L'Oreal's audience that cut through the tone deaf ‘anti-ageing’ noise of their competitors. The communications won back value share, and brought in 78,000 new buyers, as well as changing consumers' brand perceptions. It was estimated that the activity generated a revenue ROI of 2 for every 1 invested, rising to 4.50 over the longer-term.
