This was a live brief set to create a new product range for L’Oreal Men Expert, aimed at millennial males. Working in a group of three, we had to disrupt males grooming habits by creating an innovating product.
My group and I created an intensifying moisturiser that gives coverage without demasculising the consumer. Inspiration for this was taken from a BB cream, however not marketed as a known beauty product to men, as this is what makes them not buy into the product. We decided to create this as after primary research we found that millennial males are wanting to see rapid results when using a product, and if they do not, they will not stay loyal to the brands.
As a group we created mood boards of photoshoot inspiration, this was to help us when shooting our campaign imagery.
Our first set of campaign imagery involved the theme secrecy, of our model hiding his face and his skin, not revealing himself or who he is. The next set of campaign images was the model exposing himself and his fresh skin, becoming confident after using the product.
The campaign images involve the tagline always ending with Reveal your ‘Lite’ which is what our product will help men do by becoming confident with their skin. However the beginning of the tagline changes depending on which set of campaign imagery is being advertised. The first set uses the phrase ‘shed the dark’ which is persuading the consumer to be open with their skin and to stop hiding. The next set is them ’shedding the dark’ and now having ‘unmistakable confidence’ after using the product.