The challenge

As part of the launch of the new L’Oréal Paris 24H Fresh Wear range, the L’Oréal Paris Cosmetics team wanted to evaluate two TV commercials: one promoting a liquid foundation and one focused on a powder foundation.

Beyond assessing whether the core message was clear and aligned with the brand, the team wanted to understand the emotional impact of the creative execution. Which moments resonated most? How did consumers respond to the models, their interactions, the voice-over and the music? And where were there opportunities to strengthen engagement?

The solution

Since 2020, L’Oréal Paris has been engaging a diverse group of women across the United States through the Beyoutiful Square, a dedicated consumer insight community that helps inform everyday business decisions.

To evaluate the 24H Fresh Wear commercials, we used video sentiment mapping within the community. This approach captured consumers’ emotional responses to the ads moment by moment, revealing exactly which scenes drove positive or negative reactions and how sentiment evolved throughout the viewing experience. Participants then took part in qualitative discussions to unpack the reasons behind their reactions, providing rich context, suggestions and opportunities for optimisation.

The result was a detailed scene-by-scene sentiment map, highlighting the strongest and weakest moments in each commercial and bringing consumer feedback to life through authentic verbatims.

The impact

Within just 2.5 weeks, the L’Oréal Paris Cosmetics team had clear, actionable guidance on how to refine the commercials before launch.

The insights enabled close collaboration with the creative agency to optimise both executions quickly and effectively. This helped the team move forward with agility and launch the final campaign in early 2021 with greater confidence.