L’Oréal Paris launches new skincare ritual Hydra-Total 5 exclusively for Canadian women

L’Oréal Paris launches new skincare ritual Hydra-Total 5 exclusively for Canadian women

MONTREAL – March 7, 2016 – L’Oréal Paris, a division of L’Oréal Canada, today debuted new Canadian-made TV commercials to promote its new skincare line Hydra-Total 5. Offering targeted skincare rituals for women with uneven, sensitive and combination skin, Hydra-Total 5 launched exclusively in Canada this month and is not available in the United States or Europe.

“Hydra-Total 5 fills a gap in the Canadian market for an easy-to-use 3-step skincare ritual for all skin types that won’t break the bank.  And because most women don’t know their skin type, we developed a 5 question diagnostic that will guide them to the right Hydra-Total 5,” says Amélie Fortier-Cyr, Brand Director, Skin & Cosmetics, L’Oréal Paris. “Traditionally L’Oréal Paris product advertising is developed for an international audience and implemented regionally. But, because Hydra-Total 5 is not a worldwide launch, we had the unique opportunity to choose the formulas and develop an exclusively Canadian marketing campaign tailor-made to our consumers.”

Created by AOR Marketel, the 30-second TV spots were shot in Montreal in early February. The spots were created by our very own director: Jean-Marc Piché who worked together with international director of photography, Thierry Pouget.  The TVCs, developed in English and French, focus on the Ultra-Even line of Hydra-Total 5 featuring the Ultra Even Lotion with SPF 20. The English TVC stars award-winning actress and international L’Oréal Paris spokesperson, Freida Pinto:


“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. 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,” said Nadia D’Alessandro, VP, strategic planning & client services of Marketel.

TV and print media buy was handled by Media AOR Groupe M and will include placements on national TV, and magazines including: Elle Canada, Fashion, Flare, Hello, Loulou, Clin D’Oeil and Loulou French.

Launch PR was initiated by PR AOR Cowan & Company including media and digital influencer outreach and events with personal appearances and interviews with Freida Pinto as well as content partnerships with The Coveteur and Entertainment Tonight Canada.

Digital promotions for the new line, managed by Digital AOR NuRun, include the development of hydratotal5.ca.

About Hydra-Total 5

Hydra-Total 5 features 5 benefits in 1 simple and easy-to-use skincare ritual with a line tailor made for each skin type: the Ultra-Soothing line for sensitive skin, the Ultra-Fresh line for normal to combination skin, and the Ultra-Even line for uneven skin. Each line features products for cleansing, toning and moisturizing. Available in mass-market retailers across Canada, Hydra-Total 5 features ten products at a suggested retail price of $9.99 – $14.99.

About L’Oréal Paris

L’Oréal Paris is a division of L’Oréal Canada, a wholly-owned subsidiary of L’Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L’Oréal Canada had sales of $1,054 billion in 2015 and employs more than 1,200 people. The company’s prestigious portfolio of 35 brands encompasses all aspects of beauty. For more information, please visit: www.lorealparis.ca. Follow L’Oréal Paris of Canada on Facebook.com/lorealpariscanada and Twitter @LOrealParisCAN.

# # #


Media Contact:
Margaret Batuszkin
Cowan & Company
416-462-8773 ext. 22