L’Oreal, an FCB/Mexico client wanted to use its conventional international bundle to launch Plenitude.

Based on solid consumer insights, I suggested that we redefine the target demographics to reflect the reality of the market.

• Targeted younger women than the international bundle called for: 19-34 vs. 25+
• Targeted middle class younger women
• Switched the budget from mainly print to mainly TV
• Ran a series of advertorials in key magazines.

Plenitude achieved a 19% SOM on Year 1. The successful launch led the client to adopt this strategy as part of the standard launch bundle.