Because they’re worth it: L’Oreal takes over Westfield London to promote new shampoo range during London Fashion Week

L'Oreal on The Wall @ Westfield

L’Oreal Paris will dominate the walls of Westfield London during London Fashion Week with a campaign to promote its new Elvive Fibrology Hair Thickening range.

The campaign, which starts today (14 February), will see L’Oreal promote the range on six different spaces including Ocean Outdoor’s the Wall @ Westfield, the full motion Eat Street screen and four giant vinyl walls.

Myf Ryan, Westfield’s director of marketing, UK & Europe said: “This new collaboration with L’Oreal and Ocean delivers a major showcasing experience for brands, creating huge exposure to the millions of customers who visit Westfield London.”

The campaign, which was bought by Kinetic and planned through Maxus, allows L’Oreal to push the product – its biggest launch for 2014 – at a crucial time in the fashion and beauty calendar.

“The opportunity to dominate one of London’s largest shopping malls across this key period of London Fashion week was a great way to showcase the launch of L’Oreal’s Elvive Fibrology range.” Said Neil Tookey, activation investment director at Maxus.

The campaign will run for the duration of London Fashion Week, which ends 18 February.

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