L'ORÉAL PROMOTES NEW HAIRCOLOUR LINE
By Adnews Staff
L'Oréal Paris will be promoting a new haircolour line this fall called "Open". The 24 shades will be sold in Canada in pharmacies and retailers. A multi-media advertising campaign will break on October 22. Creative, adapted for Canadian by Montreal-based Marketel, will target young women. The ads use the tagline "Are You Open?" National television advertising will be accompanied by a 60-second cinema ad in Famous Players theatres. A four-week radio campaign will break on November 19. An online sampling program through the <http://www.lorealparis.ca> Web site will be part of the campaign as well. Open will also be one of the brands promoted through the L'Oréal Paris Tour, which runs from October 15 to the end of November in Toronto and Montreal.