For the launching of the New Micellar Water waterproof , L’oreal’s intention was to reconnect to a younger female target through a product test. The objective was to shrink the market share difference with its main competitor, Nivea, and be relevant in the skin category, that always communicated in a very plain and direct way, with linear messages and using tutorials.

1 out of 4 women do not remove their make up at night. And the nights young women go clubbing the percentage is even worse (23%). We found out that there are ‘dead hours’ between 5-7 am in the morning when girls return to their homes . So we cobranded with Cabify ,the largest transportation app in Argentina, and we placed our micellar water in 300 cars. We transformed the biggest barrier in an perfect opportunity: Women could test our product at the right moment and in a unique time of the day. And of course they loved it.

The target audiencde where young women who are entering the skin care world 17-25 years old.

Call to action: STAY FRESH

We co-branded with Cabify, the largest transportation app in Argentina, and we placed our product in 300 cars. The implementation lasted for 4 consecutive weekends on July/August 2018, where we did 36000 rides all around Buenos Aires CIty. The average time of a cabify ride was 15 minutes.

Results were extremely positive. First of all we overcame our main competitor for the first time in history in the skin care category. The target spent a 10’ average time of a cabify ride experiencing with the product adding a total of 554000 minutes of captive audience. We had a 3.0% increase of market share, the campaign had 900k of reach, a 67% increase in our sales, and only with a u$s 6700 budget.