From Personality to Communities: Elseve (L’Oréal)

          The personality of Elseve can be defined as famous, trendy, beautiful, glamour, intelligent, attentive, and trustable since its goal is to provide premium quality to consumers. Then, its identity is based on universality, since the brand can be found worldwide, modernity, innovation, excellence, glamour, and premium quality. Moreover, the image that consumers have of Elseve is that the shampoo brand is sophisticated, modern, technological, of high quality, and expensive; actually, Elseve is expensive because it applies a premium price reflecting its premium quality. Furthermore, the L’Oréal brand use celebrities from various nationalities to tell stories, such as Blake Lively (American), Laetitia Casta (French), and Eva Longoria (Mexicano-American). Throughout advertising, celebrities explain that their shampoos are efficient, innovative, unique, and extraordinary, making their hair looking fantastic. If consumers want to have the same beautiful hair as celebrities, they should buy the shampoos they use in order to always get the best quality. Elseve makes celebrities telling stories because consumers believe celebrities favor premium quality for every product, and especially for shampoos; consequently, they think they can trust them. Then, the shampoo brand arouses emotions by making consumers feeling comfortable, beautiful, and powerful, and by helping them improving self-confidence. Finally, the communities created by Elseve include young and mature women who take care of themselves and can afford premium products since they are part of the high social class. These women intend to be pretty, dynamic and attractive.