L’Oréal Unbelieva-brow | Hawthorne Advertising

L’Oréal Unbelieva-Brow

Analytics|Creative & Production

Lifting sales with unique creative and celebrity influencers.

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The Situation

After creating successful spots for the L’Oréal haircare and skincare divisions, Hawthorne’s creative and production services were referred to the cosmetics division. L’Oréal’s long wear brow gel, Unbelieva-Brow, had already been on the market for 6+ months, but L’Oréal wanted Hawthorne to produce a commercial to introduce the product to the 35+ aged consumer.

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Hawthorne's Solution

Hawthorne recommended creating :15 and :30 spots for digital and television, respectively. A compelling demonstration showcasing both the ease and impressive results of the product was also suggested. The demonstration established Unbelieva-Brow as key component in daily beauty routines and professional testimonials backed up the product’s credibility.

The resulting spot featured super influencer Becca Tilley and celebrity makeup artist Sir John demonstrating the quick and easy way to use Unbelieva-Brow and showcasing its long-lasting benefits.

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The Results

The persuasive, consumer-centric creative from Hawthorne drove L’Oréal to hit its highest market share ever for Unbelieva-brow. During first two weeks of July 2019, Hawthorne’s TV creative outperformed former creative executions, doubling the sales results and achieving a 42% increase in sales.

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