L'Oréal Paris Advanced Haircare Product Launch

CHALLENGE

Create a memorable event for L'Oréal Paris' biggest press launch in over 25 years: the Advanced Haircare product line.

INSIGHT

Years of research and development have unlocked the secrets of great hair and created 5 customized solutions to change the life of your hair.

SOLUTION

Invite beauty editors into the L'Oréal Vault to discover the secret ingredient in each of the 5 product lines in a fun and memorable way through performances.


Digital invitations were sent to top beauty editors in New York.

Digital invitations were sent to top beauty editors in New York.

The guests were picked up directly from work by a private car service and brought to Cedar Lake where a cocktail reception awaited them.

The guests were picked up directly from work by a private car service and brought to Cedar Lake where a cocktail reception awaited them.

VAULT 1: COLOR RADIANCE At exactly 7:00pm the room went dark and the first vault opened.  Two performers danced in a colorful room. But the brightness of the sun quickly faded everything to shades of grey – everything except the radiant color of the models' hair.

VAULT 1: COLOR RADIANCE
At exactly 7:00pm the room went dark and the first vault opened.  Two performers danced in a colorful room. But the brightness of the sun quickly faded everything to shades of grey – everything except the radiant color of the models' hair.

VAULT 2: TRIPLE RESIST A performer proves her strength by lifting incredibly heavy objects using nothing but her 20ft. long hair.

VAULT 2: TRIPLE RESIST
A performer proves her strength by lifting incredibly heavy objects using nothing but her 20ft. long hair.

VAULT 3: POWER MOISTURE An aerial silk performer simulated swimming in a giant tank, embodying a water nymph with the power to control the seas.

VAULT 3: POWER MOISTURE
An aerial silk performer simulated swimming in a giant tank, embodying a water nymph with the power to control the seas.

VAULT 4: SMOOTH INTENSE Three dancers used static electricity to make their hair stand on end. But the second they removed their hands from the Graaff Generators, their long, straight hair was, once again, flawless.

VAULT 4: SMOOTH INTENSE
Three dancers used static electricity to make their hair stand on end. But the second they removed their hands from the Graaff Generators, their long, straight hair was, once again, flawless.

VAULT 5: SMOOTH INTENSE 4 models, each representative of a different season, damage and destroy the heroine's hair. When the last girl finished wreaking havoc, their victim revealed herself to be a golden goddess with beautiful, healthy hair, undoing a year's worth of damage in an instant.

VAULT 5: SMOOTH INTENSE
4 models, each representative of a different season, damage and destroy the heroine's hair. When the last girl finished wreaking havoc, their victim revealed herself to be a golden goddess with beautiful, healthy hair, undoing a year's worth of damage in an instant.

As soon as the fifth vault closed, the lights went up and all eyes were directed at the main stage.

As soon as the fifth vault closed, the lights went up and all eyes were directed at the main stage.

Top L'Oréal executives and industry experts gave a formal presentation as beauty editors took notes.

Top L'Oréal executives and industry experts gave a formal presentation as beauty editors took notes.

Following the presentation, 5 pedestals in the center of the venue were unveiled, revealing the new Advanced Haircare product line for the first time.

Following the presentation, 5 pedestals in the center of the venue were unveiled, revealing the new Advanced Haircare product line for the first time.

Beauty editors were invited to try the product and interact with the expert development team that brought it to life.

Beauty editors were invited to try the product and interact with the expert development team that brought it to life.


CLIENT:  L'Oréal Paris
AGENCY: Momentum Worldwide
CREATIVE DIRECTOR: Kindra Meyer
ART DIRECTOR: Natasha Sokulski