Cyclone Creative | L'Oréal Paris

L'Oréal Paris

Revitalift Laser

Campaign

Beauty & Fashion

Challenge

With consumer trust in anti-wrinkle creams fading, the L’Oréal Paris Revitalift Laser skincare range was starting to lose its edge in the anti-ageing category. Our task was clear: reinvigorate relevance and belief in L’Oreal Paris Revitalift Laser, increase penetration in the 40–59 age group, and hold onto existing loyalists. All while setting our sights on becoming the #1 player in the category.

Cultural insight

Australian women are turning to professional cosmetic procedures more than ever - overtaking the U.S. - with the highest rate of treatments per capita. That trend revealed a valuable insight: this audience wants visible results they can trust. While many have already tried various anti-aging cosmetic procedures and treatments, others are curious but not quite ready to commit. What do they all seek? A skincare solution that reduces wrinkles with professional-grade credibility that they can lean on.

Disruption

REVITALIFT LASER’S GLOBAL PROMISE ‘IT DOES WHAT IT SAYS’ BECAME OUR CREATIVE SPRINGBOARD. BUT TO MAKE IT CUT THROUGH LOCALLY, WE KNEW IT HAD TO BE DELIVERED WITH AUTHENTICITY AND PROOF-OF-PRODUCT.

So we partnered with an industry leading dermatologist, and cast real women from Australia and New Zealand - no actors, no filters - to test the Revitalift Laser Day Cream and Retinol Serum over an eight week period. We tracked each woman's journey to skincare success - showcasing before-and-after results in vivid detail across a range of different skin types. Backed by science, and powered by real stories - the outcome was a powerful creative solution that revitalised trust and lifted relevance in the Revitalift Laser range once again.