L’Oreal finds it family “roots”

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L’Oreal finds it family “roots”

By Louisa Hallett - 10/15/2018
L’Oreal steps-up its campaign game with a new YouTube Web Series

L’Oreal is here to raise the bar on advertising campaigns and the company is showing that it’s not just about advertising anymore, it’s about entertaining your audience.

The company announced that the brand is introducing a new campaign that brings to life company values of beauty and diversity, and embodies the iconic phrase, "Because I'm Worth It." According to the company, as part of its campaign initiatives, it is releasing a celebrity-studded web series on the brands YouTube channel that spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations. Together, they form a family: The Roots Family.

The family is aptly named, as each member has a serious root problem on their hands. There's Maxine Roots (Helen Mirren), the forgetful and eccentric mother of Marilyn (Andie MacDowell) and Maxwell (Jonathan Saxby). Maxwell's wife, Melinda Roots (Morena Baccarin), is a part-time philanthropist. Meredith Roots (Aja Naomi King), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (Luma Grothe), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.

This is not the beauty company’s first innovative move. Earlier this year, the company acquired the augmented reality firm ModiFace as it looked to roll out more digital services. ModiFace specializes in augmented reality and artificial intelligence and has worked with countless brands and retailers as shoppers increasingly turn to digital when buying beauty products.

"We are thrilled to welcome ModiFace to L'Oréal to become the heart of our digital services R&D," said Lubomira Rochet, Chief Digital Officer of L'Oréal. "With its world-class team, technologies and sustained track record in terms of beauty tech innovations, ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands. We at L'Oréal and ModiFace want to pioneer this new page of the beauty industry and serve our customers with innovative services and experiences."

ModiFace will be part of L'Oréal's Digital Services Factory, a dedicated network to design and develop new digital services for the group's brands. ModiFace will work in close collaboration with L'Oréal's Advanced Research, and benefit from an unrivaled century-old expertise in beauty. ModiFace will remain based in Toronto close to the University with which it has established many research partnerships.

"L'Oréal's acquisition of ModiFace provides an incredible opportunity to innovate on beauty augmented reality (AR) and artificial intelligence (AI) at an unprecedented scale, the results of which will shape the beauty industry for the decades to come. Our entire team and I are extremely excited to be joining the L'Oréal family, and look forward to the AR/AI-enabled future that we will create together," said Aarabi, Founder and Chief Executive Officer of ModiFace.