L’Oréal Content Channel

How do you reach out to men when it comes to skin care products?  That was the strategic question L’Oréal Paris was dealing with.

The beauty brand wanted to raise awareness on its new skin care line, Men Expert , and called in the help of Microsoft and These Days.

Instead of focusing on another print ad or commercial, we decided to tap into the digital habitat of the target group instead. This resulted in a unique content channel especially for men on MSN.be.

This channel not only covers typical male content (tips for the perfect shave, latest news on gadgets, cars…) but also offers the reader detailed information on the new skin care line of Men Expert.

To raise awareness on the existence of new channel on MSN.be, we made use of homepage takeovers, bannering and adverts on Xbox Live.

Besides banners with an expandable TV commercial, we also developed time-based banners that reveal practical beauty tips linked to the specific moment of the day.

A personal touch was packed in the form of a handy product wizard banner which offers the visitor personal product advice matched to his needs.

These Days was responsible for the concept, content strategy and development. Microsoft took the leading role in setting up the media strategy within the Microsoft network.