L'Oréal: How L’Oréal Paris Revitalift won the vitamin c game with advocacy

Cosmetics company L'Oréal adopted an advocacy-first launch strategy to introduce its new Revitalift Clinical Vitamin C serum in a highly competitive market and become the number one vitamin C serum.

Campaign details

Brand: L'OréalAgency: Wavemaker GermanyRegion: EMEA

Strategy

Objective

Vitamin C is 2023's hottest power ingredient. Accordingly, the market for serums with vitamin C as an active ingredient is saturated, highly competitive and fiercely contested.

What sets the new Revitalift Clinical Vitamin C serum from L'Oréal Paris apart is that it contains a whole 12% of pure Vitamin C. At the same time, the trend offers strong opportunities for brand recruitment of new GenZ buyers, which L'Oréal Paris wanted to take advantage of. For Revitalift, an ambitious but clear objective was therefore formulated: "We want...

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