Cannes Lions

L'OREAL COSMETICS, HAIR COLOUR AND SKIN CARE

UNIVERSAL McCANN, New York / L'OREAL / 2002

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Overview

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Credits

Overview

Description

Allows L’Oreal to align the brand amongst the teen target as one that is active and involved with creating a “more beautiful” world. The goal of the sponsorship is to generate impact and extend awareness of the brand to the teen market. Reinforce positive teen image and give back to the future of society as well as the people who have made L’Oreal so successful in the United States. Multiple levels of media were used to make the sponsorship a success. Print: L’Oreal sponsored the in-book section that gives biographies of the “20 Teens Will Change the World” In addition, L’Oreal received logo placement wherever this event was promoted within the publication. Television: L’Oreal had exclusive sponsorship of the WB special built around the winners and ran multiple brand commercials and corporate billboards throughout the program. On-line: Hot links between the 21 Teens located on the Teen People site to lorealparis.comAdded Value: Awards Luncheon in NYC honoring these teens (who all received a L’Oreal makeover) with sample distribution. Results: While Teen People selects 20 teens and receives their award from the Magazine, the 21st Teen is selected by and rewarded by L’Oreal alone. With each year, the potential pool of candidates continues to grow. The media team developed the idea to take the “20 Teens Who Will Change the World” sponsorship one-step further to a multi-media sponsorship. Once the television activity was allocated, the print was planned and the added value negotiated in order to attain the highest level of impact both by viewers and “20 Teens Who Will Change the World” attendees. For each of the last 4 years, L’Oreal has been the exclusive Hair Color, Care, Cosmetics and Skin Care sponsor of Teen People’s special feature honoring 20 teen who have made a difference in our society. The sponsorship has grown to honor 21 teens who will change the world, the 21st being an entitled L’Oreal scholarship award. The sponsorship has grown to a multi-media program.

Execution

The media team developed the idea to take the “20 Teens Who Will Change the World” sponsorship one-step further to a multi-media sponsorship. Once the television activity was allocated, the print was planned and the added value negotiated in order to attain the highest level of impact both by viewers and “20 Teens Who Will Change the World” attendees.

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