Anyone who thinks that men don’t care about beauty products (a) is probably stuck in the 20th century and (b) should take a good look at Andrew Garfield.
A lot of personal care brands, though, mainly focus their advertising on their female audiences.
But earlier this year, L’Oréal realized it was missing out on potential customers by not including men in most of its campaign targeting. So it decided to develop a campaign specifically aimed toward men. It tested this new approach on a campaign for its CeraVe skin care products in Australia and New Zealand.
But because the CeraVe brand hadn’t previously tailored its advertising to men in this part of the world, L’Oréal needed some help brainstorming creative ideas and audiences that could drive performance. And, as is the case with so many brands these days, L’Oréal turned to AI as a sounding board for its new campaign strategy.
L’Oréal collaborated with Springboards, a creative AI startup based in Australia, to develop its new campaign, which launched earlier this week. In addition to bringing local insights from the target geo to L’Oréal’s brainstorming sessions, Springboards gave the brand a data-based foundation for its creative experimentation.
