Expanding its presence into the under eye care category, L’Oréal Paris has unveiled its latest innovation for the Indian market – the Glycolic Bright Dark Circle Eye Serum.

In this strategic and impactful move, L’Oréal Paris has unveiled a dynamic out-of-home (OOH) campaign, strategically positioned at key locations such as airports, business parks, and metro trains in major cities including Delhi, Mumbai, and Bengaluru. The campaign features contextual creatives and playful copy that aims to drive awareness and engagement around the importance of under-eye care, leveraging the relatable charm of everyday situations.

The creatives feature popular actor Anushka Sharma, who has been the face for the skin care portfolio. Additionally, the brand has also expanded its reach by executing its inaugural cinema placement strategy, targeting late-night screenings. This innovative approach allows the brand to captivate audiences when and where the need for an anti-dark circle product is felt most strongly, effectively connecting with the target demographic whose “always on” lifestyle typically leads to lesser hours of sleep and consequently dark circles. Leveraging strategic collaborations with cinema halls, YouTube, Instagram, Connected TV and OTT platforms, the brand ensures comprehensive visibility across multiple touchpoints, enhancing its engagement with discerning consumers.