L'Oreal: How To Colour Gray Hair At Home with Eva Longoria

Since the onset of the current crisis and the mandate for self-isolation, at-home hair colour sales have grown, driven by an explosion of ecommerce transactions bringing new users back into the at-home hair colour category. As people quarantine and practice social distancing, consumers still have a desire to keep up their beauty routines. As the world's leader in at-home hair colour, how could L'Oreal provide an authentic and relevant take on the joy and ease of coloring your hair at home? In a beauty-industry first, L'Oreal Paris today unveils its debut television commercial created at home, directed by and starring L'Oreal Paris spokesperson Eva Longoria. The spot was shot in her home in Los Angeles with McCann Paris providing her with direction via Microsoft Teams. Ms. Longoria did her own hair and makeup and applied the actual L’Oréal Excellence Hair Colour product we sent her. Illustrating the unmatched, deeply caring powers of the pioneering Excellence Crème at-home hair colour range, the campaign proves that staying at home is no barrier to bringing out the best in your hair. Working from home just took on a glamorous and fun new look, that can brighten up your mood in the process. The commercial will be released on television in the coming weeks. The challenge was how to capture this story while the world was isolating and traditional production options severely limited. The idea: Give Eva Longoria, our Excellence spokesperson, two iPhones to self-direct the TV spot herself. We also provided a detailed pre-production book to facilitate the process.