Beauty brand L’Oréal Paris launched Magic Retouch, a product for concealing hair roots, in 2016 at a time of slowing growth in home hair colouring. The brand needed communications to cut through category conventions and stand out in a market cluttered by launches. An opening phase featured brand ambassador Eva Longoria in soap-style TV ads using the product to juggle a busy schedule. Later, a fictional family was introduced in ads to target wider demographics, and a greater range of channels and content assets was deployed. Global sales exceeded €220m by 2019, against the brand’s original target of €150m.