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L'Oreal Paris begins Hydra-Total 5 campaign

Cosmetics company L'Oreal Paris Canada has begun a launch campaign for a new skincare product called Hydra-Total 5. The national campaign includes a 30-second television commercial in English and French featuring actress Freida Pinto. This will be supported with magazine advertising in publications including Elle Canada, Fashion, Flare, Hello, Loulou and Clin D'Oeil. The campaign was developed by Marketel, while media buying was conducted by Groupe M. The campaign also includes public relations and media relations from Cowan & Company. A digital component, including a product website at <>, was developed by NuRun.

"Freida Pinto is the perfect face for Hydra-Total 5 because she is a natural beauty and humanitarian who inspires and resonates with women of all ages," said Nadia D'Alessandro, vice-president of strategic planning and client services of Marketel. "She has a particularly strong fan base with Canadian women who often struggle with uneven skin tone, including dullness and dark spots, that the Hydra-Total 5 Ultra-Even Ritual helps to address and illuminate."

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