New Commercial Celebrates L’Oréal Paris Spokeswoman Camila Cabello’s Personal Comeback Story
L’Oréal Paris launched Elvive Hair Care to help revive all forms of hair damage – whether from heat styling, dryness or colour processing.
The brand believes that everyone loves a comeback and that hair deserves one too.
The newest phase of the brand’s “Comeback” campaign, which celebrates the power of a comeback, is rooted in the fact that dry hair can make one too.
To bring this to life, brand spokeswoman and singer-songwriter, Camila Cabello, shares her personal and hair comeback stories.
The first part of her integrated campaign will debut with a 60 second commercial this weekend.
“I think a comeback is defined as struggling through something and having the strength and resolution to push past it. For me, it was about taking chances, aiming high and believing that I was worth it. I can now finally hear everything my heart was telling me.” said Cabello.
“We are happy to partner with Camila for the launch of Elvive. Elvive was designed to address the 80% of women in the U.S. who experience some form of hair damage daily. The line builds on the brand’s commitment to creating innovative products, services and experiences that help people look and feel their best every day,” said Tim Coolican, President, L’Oréal Paris USA.
Elvive is a treatment-led hair care line that has active patents until 2026 and contains powerful ingredients that are proven to revive damaged hair. The treatments are supported by tailored shampoos and conditioners to complete the regimen.
The Extraordinary Oil collection, which Camila’s campaign focuses on, targets dry and undernourished hair. Daily actions such as brushing or styling can actually cause hair to become dry and brittle. In Camila’s case, her hair often goes through multiple hairstyle changes – including brushing, curling, straightening, teasing and more – in just one performance.
Directed by Roman Coppola, Camila’s “Comeback” campaign premieres this weekend and will live on social, digital and in print media in the following months.