Goal & Objective
Launching a new product requires more than generating awareness – it requires engaging the right shoppers throughout their purchase journey. To introduce its new L’Oréal Paris Glycolic Gloss haircare range, L’Oréal Paris partnered with FPG ADvantage to accelerate product discovery, drive trial among new customers and increase sales through an integrated omnichannel retail media campaign.
Challenge
The beauty category is one of the most dynamic and competitive in retail, with brands continuously introducing new products to meet evolving consumer demands. In an increasingly crowded marketplace, brands need to do more than build awareness – they must engage shoppers at every stage of the purchase journey to drive product discovery, trial and conversion.¹
For the Glycolic Gloss launch, L’Oréal Paris sought to maximise visibility for its new haircare range while translating shopper engagement into measurable sales.
Solution
Together with FPG ADvantage, L’Oréal Paris developed a full-funnel omnichannel retail media strategy powered by FairPrice Group’s first-party shopper insights to reach high-intent shoppers based on real purchase behaviour.
At the heart of the campaign was Glycolic Gloss, a new haircare range formulated with 6% Glycolic Acid Complex to restore dull, porous hair and deliver long-lasting shine, giving shoppers a compelling reason to discover and try the product. Target audiences included:
- Existing haircare shoppers
- Frequent beauty and personal care purchasers
- Unity Pharmacy customers who regularly purchased beauty and wellness products
- Consumers who regularly purchased complementary products such as hair treatments, hair styling products, facial skincare and body care products
By activating these relevant shopper segments, the campaign delivered personalised messaging throughout the shopper journey – from awareness to consideration and conversion.
At the awareness stage, Retail Out-of-Home (rOOH) advertising and FairPrice Group app placements – including homepage banners, masthead banners, promotional banners, landing page banners and Electronic Direct Mailers (EDMs) – generated broad visibility for the new Glycolic Gloss range, ensuring the campaign remained top of mind among relevant shoppers.
To drive consideration, shoppers actively browsing the haircare category were engaged through keyword search placements, brand deal features and pop-up ads, ensuring the Glycolic Gloss range remained highly visible at key moments of product discovery. Complementing the digital experience, five roadshows across key FairPrice Group locations enabled shoppers to experience the product firsthand through demonstrations and exclusive purchase rewards, reinforcing confidence in trying the new haircare range.
Finally, at the conversion stage, digital checkout banners, in-store activations and purchase-with-purchase mechanics, including complimentary gifts with qualifying spends – provided timely incentives for shoppers to complete their purchase.
By orchestrating multiple touchpoints across online and offline channels, L’Oréal Paris and FPG ADvantage delivered a seamless full-funnel retail media campaign that transformed shopper intent into measurable business outcomes.
Results
The integrated campaign delivered strong commercial outcomes:
- +184% uplift in online sales, contributing to an 18% increase in total GMV during the campaign.
- 53% of purchasers were new-to-brand, demonstrating retail media’s effectiveness in driving customer acquisition and product trial.
- 4.5× Return on Ad Spend (ROAS), delivering strong commercial efficiency.
- Over 1.1 million impressions, generating broad awareness throughout the campaign.
Key Takeaways
A successful product launch requires brands to engage the right shoppers with the right message at the right moment. By combining FairPrice Group’s first-party shopper insights with a full-funnel omnichannel retail media strategy, L’Oréal Paris and FPG ADvantage successfully connected with relevant audiences across digital and physical touchpoints, transforming awareness into consideration, consideration into conversion, and ultimately delivering measurable business growth. The campaign demonstrates how retail media can accelerate product launches while driving both brand impact and commercial performance.
Sources
- Euromonitor International. Chart of the Month: Beauty and Personal Care Categories with the Highest New Product Development Activity, 2025.