Product Integration

Steampod – 3.0 launched Q4 2019 with very low product awareness. This is a core pillar for L’Oréal Professional that we need to grow in 2021 by increasing awareness

This year, we want to build awareness AND create hype to establish the brand as a name in the hair/hot tools category.

In Ireland, we want to localise our content to resonate with our audience and bring the benefits of the Steampod to life with Irish well known beauty experts.

L’Oréal Steampod sales are strong in Ireland therefore we wanted to test a localization strategy in an innovative way. Ireland AM is Ireland’s top breakfast show on VMS which resonates strong with our female audience. We wanted to drive education on the Steampod through high reaching media and TV delivers that. By using local beauty expert Triona McCarthy, this enabled us to engage our audience while highlighting the key benefits of the Steampod 3.0.

We wanted to provoke our audience ahead of three key periods for Steampod through inspiring styles & tips to further drive consideration and sales.

We ran the first of three beauty segments on Ireland AM in early March ahead of Mothers Day where Triona introduced the Steampod 3.0. She highlighted the key benefits of the tool as well as demonstrated how she styles her hair with it. The segment was then shared on the VMS Player, FB Page and Triona’s Instagram page for further amplification.