L’Oréal

Unveiling the latest digital innovation at CES 2018 in Las Vegas

Challenge

L’Oréal has a long history of innovation and is at the cutting edge of integrating beauty with digital technology. Its latest device, a UV light sensor worn on the thumbnail, was unveiled at the world’s biggest technology fair, CES Las Vegas, and MHP’s job was to secure cut-through among the thousands of gadgets on display.

Approach

Knowing that the size of CES is a challenge for journalists, we began our media outreach weeks in advance, ensuring reporters could write their story in advance and feature it on their round-up lists of technology on display at CES. A bespoke press release for UK media followed before launch.

Impact

Despite competition from the giants of the tech world, we won quality headlines across the national media from The Telegraph and The Times to MailOnline and The Sun, as well as key tech titles, which reinforced L’Oréal’s status as the foremost digital innovator in the beauty sector.