| Advertiser | L’Oréal |
|---|---|
| Sector | Cosmetics & Personal Care |
| Buying route | 16-34 Women AGP, Bronze Spot |
| Audience | 16-34 Women |
| Media Agency | Essence |
| Copy Length | 60" |
Background
- Prada Paradoxe was the first major scent for women from the Italian fashion brand to be launched by L’Oréal. Billed as Prada's new signature feminine fragrance, L'Oreal wanted to ensure the launch campaign reflected the stature and prestige of the product.
- With a film - capturing “the essence of the undefinable and ever-evolving Prada woman” - fronted by actress Emma Watson, L'Oréal wanted to showcase this in big impactful environments and reach as many potential buyers/gifters as possible, ultimately driving awareness and buzz about the fragrance.
- Cinema was therefore a great fit for the brand, with the campaign film running in titles that would efficiently deliver against a female audience including the Bronze Spot in Don’t Worry Darling and 16-34 women AGP titles including Elvis, Where the Crawdads Sing, Ticket to Paradise and The Woman King.
Results
Using the high-impact environment of cinema worked effectively as part of the Prada Paradoxe campaign, with exposure to the ad in cinema leading to significant uplifts in awareness, perceptions, consideration and intention to act.
- Awareness of Prada Paradoxe – 45% uplift
- Advertising Awareness – 50% uplift
- Prada Paradoxe has a classic luxury look and feel – 12% uplift
- Prada Paradoxe is sophisticated and aspirational - 36% uplift
- Likely to consider buying Prada Paradoxe - 28% uplift
- 91% of those who expect to buy fragrance in the next three months will take some form of action