This campaign was designed to reach a segment never targeted by L'Oreal before: young, urban malays. The challenge was to appeal to this target and increase the brand's relevance while maintaining an aspirational and international image for its skincare, hair and cosmetics products on a limited budget.
The talent search TV show Akademi Fantasia. (a cross between pop idol and big brother) was the vehicle for this campaign. They converted Akademi Fantasia (fantasy academy) into the L'Oreal academy for the stars by integrating a L'Oreal makeover into the show when it became the programme's official beauty and grooming brand. L'Oreal gave the students a top-to-toe makeover before they entered the academy and then regular 'grooming classes' were incorporated into the show's content, with l'Oreal experts teaching them how to achieve superstar looks. L'Oreal models also arrived to offer beauty and style tips, making tricks of the trade accessible to the contestants.
'Mystery' celebrity visits to the academy offering exclusive style tips and bearing L'Oreal gifts were used to create new story angles. Just before the finals the remaining contestants made huge transformations with new hair colours.. The content was all about beauty and glamour just like the L'Oreal brand.
L'Oreal reported double-digit sales increases across all product categories and the profile of purchasers went from being minority malay to 65% malay.