How L’Oréal’s innovation answered an unmet consumer need and saw business growth
A Beauty success story:
Reaching a new audience with the Elvive Hydra Hyaluronic hair solution
The L’Oréal team saw an opportunity…
Despite the haircare market’s wide offers, a growing part of consumers were looking for products that hydrate without weighting down their hair.
It’s not difficult to understand why – dehydrated hair can result in lack of vitality and bounce, easy tangling, and static hair.
A hydrating haircare product reminiscent of skincare star
Supported by NIQ BASES’ expertise, the L’Oréal-BASES partnership provided the confidence to:
Identify a mass and incremental profile, as the innovation would resonate with a broad audience and bring new news to the category
Validate the reasons to believe, as consumers verified the need for hydrated hair and their trust in hyaluron, a popular skincare ingredient
Partnered with NIQ BASES and came up with an idea…
Developed a
product range…
An entire line of hyaluronic acid-infused hair solutions
With hyaluronic acid as the key skincare ingredient in L’Oréal’s Hyaluronic Acid Serum, consumers immediately saw the hydrating value in the haircare innovation
In addition to the core shampoo and conditioner, L’Oréal developed multiple products to meet a wide range of consumer needs:
An easy-to-use spray
A hydrating, lightweight mask
Bundles encouraging consumers to try the full routine
With BASES-validated packaging…
And strong activation…
L’Oréal invested in extensive in-store activities – all characterized by the packaging’s distinctive purple color
All while leaning on scientific levers communicated through influencer advocacy
Influencers visited the L’Oréal Science Lab to learn about hyaluronic acid’s benefits…
…and then advocated the product online, frequently through a scientific lens
To see winning in-market results.
The innovation was a multi-country launch, seeing success across multiple markets; for example, in Germany the innovation saw double-digit sales growth in Year 2
e
58%
Sales growth in Year 2 vs. Year 1 in Germany alone
Launched in
15+
countries across Europe alone
