Damage Control – L’Oréal. The campaign communicates the continuous damage women inflict on their hair as “hair cruelty” and calls on them to give styling a short rest and treat their hair with “Damage Control”.
To demonstrate the effect of the product, we printed a series of half-laminated posters where the laminated part represents hair with 'Elvive' applied. The posters were then put on the streets where they were exposed to natural weather conditions. The unlaminated part got damaged and the laminated part remained intact.