To construct a communication narrative for the new brand ambassador, Maria Cerqueira Gomes
L’Oréal Professionnel needed to construct a narrative for the new brand ambassador, Maria Cerqueira Gomes. The aim was to:
>Strengthen its positioning as a professional hair care brand used at salons to guarantee quality and innovation of the work of the hairdressers.
> Create brand awareness for trends and educate consumers to differentiate the service they receive in the salon.
> > Include the consumer “hair journey” in the storytelling, starting in the salons: with a diagnosis and customized services that even extends to home care.
> Associate beautiful hair and health with women’s personal and professional fulfilment, projecting it as a key factor for their self-esteem and self-confidence.
Combining Brand Entertainment and Brand BR solutions, LLYC created the communication campaign #JoieDeVivre, a concept that cut across all the activities and implemented an influence-marketing strategy in which all the parties involved (brand and ambassador) shared the same values.