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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

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.

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

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

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

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


Sales growth in Year 2 vs. Year 1 in Germany alone

Launched in


countries across Europe alone