L'Oréal Paris has launched its new Casting Crème Gloss range with a campaign featuring global brand ambassador Alia Bhatt. The campaign follows Bhatt’s appearance at the Cannes Film Festival and introduces a new ammonia-free hair colour formula from the brand.
The Casting Crème Gloss range is infused with Glycolic Gloss Complex, which the company claims delivers five times glossier hair, along with grey coverage and improved hair health. The campaign, under the theme “My Time To Shine… Is Now”, focuses on self-expression and hair colour as a symbol of personal change.
In the film, Bhatt showcases the new product and attributes her hair colour to the latest Casting Crème Gloss range by L'Oréal Paris.
Speaking about the campaign, Dario Zizzi, General Manager, L'Oréal Paris India, said, “Alia has brought incredible energy to the L'Oréal Paris family, and we’re delighted to see her light up the screen in this new campaign with us. With this campaign, we’re celebrating powerful milestones, and the role of beautifully glossy hair in helping women feel confident, proud, and ready to shine. At L'Oréal Paris, we remain committed to delivering cutting-edge innovations that not only elevate hair color but also resonate with our consumers’ evolving aspirations.”
With this launch, L'Oréal Paris continues to promote its range of expert-led products aimed at supporting consumers’ hair care preferences and choices. The campaign encourages women to explore hair colour as part of their personal expression.
