L'Oreal promotes Olia hair colour with new campaign from The Outfit

L’Oreal has unveiled its latest campaign for hair colour product Olia featuring testimonials from real women giving their opinions of Olia.

Created by The Outfit, the campaign will go live online first and air on TV later this month. Promotional activity includes TV, press and radio with bespoke content across digital and social media.

Created and produced to engage with Olia’s core consumer, The Outfit has introduced a warm, friendly blogger style approach presenting Olia as an engaging and believable brand.

“Olia was launched in October 2012 and supported by a powerful internationally developed advertising creative which has established the brand and successfully built awareness. The new ad is a testimonial shot in the UK featuring real women who have tried and tested the product for themselves, capturing their honest feedback on their experiences of Olia and will complement the key messages and tonality of the original advertising,” said Olia marketing director Adrien Koskas of the campaign.

The Outfit MD Niall Murdoch commented: “L'Oreal needed an ad that would balance the uber glossy brand film with one featuring real women talking about their real experience without the messaging being mutually exclusive,” adding that the agency was “thrilled to be working with L’Oreal”.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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