Press Release

The hair colour we've all been waiting for is here!

Section :Other Briefs, Category : Marketing

Company Brief
Mumbai, October 13, 2012

Indian women have been expressing their individuality through colour, be it via their clothes, cosmetics, or now hair colour! The modern woman has let go of old myths and is open to experimenting, provided she is guaranteed exemplary quality and convinced she'll get great results.

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The ideal choice for the modern discerning woman is L'Oréal Paris' Casting Crème Gloss - the World's No. 1 No Ammonia hair colour. Casting Crème Gloss is an ammonia free hair colourant that gives your hair rich, visible, tones and a stunning glossy shine. Enriched with Royal Jelly, a naturally occurring substance known for its rare nutritive and rejuvenating quality, Casting Crème Gloss ensures that post colouring, hair is left revitalized with a glossy shine. Its crème formula contains a special patented conditioning complex that helps protect the hair fibre inside and out for exceptionally soft voluminous hair.

L'Oréal Paris brand ambassador Sonam Kapoor recommends The Dark Chocolate shade for her hair and busts some general myths and apprehensions about applying hair colour. "I colour my hair regularly with Casting Crème Gloss and I love the fact that it makes my hair really soft and glossy. I urge every girl to colour her hair and try a new look. With Casting Crème Gloss you don't even have to worry about damage."

Manashi Guha, Marketing Manager for L'Oréal Paris says "We introduced Casting Crème Gloss in India because it was the perfect hair colour for women who prize quality over everything else. Casting Crème Gloss gives superb colour results while protecting the hair fibre and making hair extremely soft and glossy. It is easy to apply, takes just 20 minutes and doesn't contain Ammonia. It delivers on every aspect - Quite like the modern Indian woman.

Digital and Social Media agency, FoxyMoron, was solely responsible for the high-octane social media campaigns announcing the introduction of L'Oreal Paris Casting Crème Gloss in India. From trending catchy Twitter hashtags to the involving of brand ambassador Sonam Kapoor in the overall Twitter campaign, FoxyMoron made sure that as many people as possible were creatively made aware of the introduction of this exciting new product in India. The attributes of this product were effectively used for a sophisticated Facebook campaign to create interesting rich-media creatives, applications and quizzes to help users choose the right hair colour for their hair type and overall preferences. FoxyMoron also ran various Facebook Ads targeting the right demographic for this new L'Oreal product.

Here are a few of the sample tweets that FoxyMoron tweeted from the L'Oreal Paris India Twitter handle ( These tweets were tweeted in the lead up to the announcement of the product using the below mentioned hashtag. These tweets drove high levels of interactivity and replies from followers.

Tell us that one thing you've been waiting for & get a chance to win L'Oreal Paris goodies. Get creative, Get funny! #IveBeenWaitingFor

Be it the perfect date or the perfect gifts, we all have been waiting for something! Participate in our #IveBeenWaitingFor contest NOW!

We are waiting for the perfect hair color! What about you? Participate in our #IveBeenWaitingFor contest to win some exciting goodies.

Harshil Karia Owner of FoxyMoron quotes "For Hair Color, education and busting of myths is extremely important. This inevitably is better solved with a conversation. The focus of social media has been and will always be to create relevant conversations in the category."

Traditionally in India, hair colour is applied only to cover greys. However, Casting Crème Gloss from L'Oréal Paris caters to a younger audience and makes for an ideal tool for self expression and experimenting! It has 11 tempting shades to choose from - Sonam Kapoor's favourite shade Dark Chocolate to Black Cherry, Mahogany, Praline, Plum, and a new range of Glossy Blacks - no matter what your complexion, there is something for everyone.

For further information, please contact:

DeTales Marketing & Communications
Varisha Maniar
Mobile: +919820134934