Video viral of the week: Star-studded L’Oreal miniseries tackles grey hair

Aug 13, 2018 | CPG, Online advertising, Online video, Social media, Viral and buyrals

L’Oreal is working with Helen Mirren and Andie Macdowell to promote its ‘Magic Retouch’ products as the solution to grey roots via a humorous campaign.

The UK-based campaign is online focussed and draws attention to L’Oreal’s solution, a spray on ointment said to hide colourless roots in a matter of seconds.

In a statement the brand wrote: “Meet the Roots Family: a quirky, humorous family with just one thing in common, a genetic root problem… From matriarch Maxine (Helen Mirren) to her drama queen daughter-in-law (Morena Baccarin), her narcissistic son Maxwell (Jonathan Saxby) – and their twins Mary and Mallory (Inka and Neele Hoeper).

“Even spoilt Aunt Marilyn (Andie MacDowell) and her daughters – little miss perfect Meredith (Aja Naomi King) and control freak Margaret (Luma Grothe) were stuck in a seriously rooty rut.”

The Roots family miniseries premieres today in the UK on TV, YouTube, Facebook and print advertising.

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