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L’Oréal Paris has unveiled a push around its Magic Root Coverup and Root Rescue line-up that entails a web series titled The Roots Family.
Building on its Because I’m Worth It brand message, L’Oréal Paris has introduced a campaign based on beauty and diversity in conjunction with the launch of its Magic Root Precision Pen and hair root solutions. Now live on YouTube, it entails a celebrity web series starring a multi-generational cast.
Infusing comedy, every age bracket is represented in the series by brand ambassadors who form a side-splitting unit dubbed The Roots Family. Aptly themed, each L’Oréal character struggles with a root problem. The major line-up includes Helen Mirren, Andie MacDowell, Jonathan Saxby, Morena Baccarin, and others.
Additional personalities include Aja Naomi King and Luma Grothe; both will appear in future webisodes. With each featured talent, the effort aims to entertain consumers using humour and educate people on how to overcome their hair dramas with help from L’Oréal Paris.
While the L’Oréal Paris’ Magic Root Precision Pen goes on sale via Amazon in November, other products being promoted across the push include the Magic Root Coverup and Root Rescue offerings. The collection is available online and at mass, food, and drug retailers America-wide.
The Roots Family series can be viewed here: Webisode 1; Webisode 2; and Webisode 3.
L’Oréal is a three-time global winner of the World Branding Awards under the Health & Beauty – Cosmetics category, having won the title in 2014, 2016, and 2017 respectively.
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