L’Oréal Paris Transforms Plaza del Callao into a Giant Hyaluronic Acid Molecule with an Immersive Experience
On February 4th and 5th, Madrid’s iconic Plaza del Callao became the epicenter of innovation and beauty thanks to a spectacular initiative by L’Oréal Paris. To celebrate the launch of its new haircare line, Elvive Hidra Hialurónico, the brand carried out an activation that combined creativity, technology, and public participation, turning the plaza into a giant hyaluronic acid molecule.
Glam Cam Slow Motion 360º
The event, designed by the agency Pixel and Pixel and managed in media by Zenith, aimed to immerse visitors in the world of hyaluronic acid, the key ingredient in L’Oréal Paris’ new product range. To achieve this, an impressive geodesic dome was installed in the heart of the plaza, with a structure designed to represent the hydrating and plumping properties of hyaluronic acid. Inside the dome, attendees could experience firsthand the benefits of the Elvive Hidra Hialurónico line while being filmed by a 360º glam cam, a camera that captures dynamic images from all angles, providing a unique and immersive perspective.
The experience didn’t end there. The videos captured by the 360º glam cam were projected in real-time on the massive outdoor screens of the Callao Cinemas, allowing participants to see themselves on a grand scale and share their excitement with all passersby in the bustling plaza. This interaction not only created an emotional connection between the brand and the public but also amplified the campaign’s visibility, drawing the attention of thousands of people in the area.
Geodesic dome in Plaza de Callao
The choice of Plaza del Callao as the venue for this activation was no coincidence. Known as one of Madrid’s busiest locations, the plaza offers constant foot traffic and a prime setting for large-scale events. Additionally, the Callao City Lights screens provided an unparalleled platform for high-definition content projection, ensuring that every detail of the experience was appreciated by viewers.
The campaign featured the participation of numerous influencers and beauty and fashion personalities, who eagerly joined the initiative and shared their experiences on social media. This strategic collaboration further expanded the campaign’s reach, generating significant impact on digital platforms and sparking conversation around the new product line.
The success of the activation was reflected in the impressive figures recorded during the two-day event. More than 1.5 million digital out-of-home (DOOH) advertising impressions were registered, reaching an audience of approximately 570,000 unique users. These numbers demonstrate the effectiveness of combining live experiences with digital strategies to maximize a campaign’s reach and impact.
Glam Cam Slow Motion 360º videos
The Glam Cam Slow Motion 360º captured spectacular 360º videos with variable speed effects, and L’Oréal’s activation was a huge success both in Plaza del Callao and on social media under the hashtag #PeloHialuronico.
Here are some of the videos recorded by the Glam Cam inside our geodesic dome.
The Elvive Hidra Hialurónico Range
L’Oréal Paris’ Elvive Hidra Hialurónico line consists of four products designed to provide deep, long-lasting hydration to hair:
- Hydrating Filling Shampoo 72H: Gently cleanses hair while delivering intense hydration that lasts up to 72 hours.
- Hydrating Filling Conditioner 72H: Detangles and softens hair, making it easier to manage while maintaining hydration.
- Hydrating Mask 72H: Deep treatment that nourishes and revitalizes hair, leaving it soft and manageable.
- Hydrating Filling Serum with 2% Hyaluronic Care System: A concentrated formula that provides intense hydration and helps plump the hair fiber, adding shine and smoothness.
Each of these products is formulated with hyaluronic acid, known for its ability to retain up to 1,000 times its weight in water, ensuring optimal and long-lasting hydration for all hair types.
L’Oréal Paris’ innovative activation in Plaza del Callao stood out not only for its creativity and technological display but also for its ability to connect with the public in an authentic and memorable way. By offering an immersive and participatory experience, the brand successfully positioned its Elvive Hidra Hialurónico line in the minds of consumers, reinforcing its commitment to innovation and excellence in haircare.
This event is a clear example of how brands can leverage iconic locations and emerging technologies to create impactful brand experiences that resonate both physically and digitally. L’Oréal Paris has once again demonstrated its leadership in the beauty industry, setting new standards in how to engage with consumers and introducing products that meet their needs and expectations.
Geodomes Inmersive Experiences specializes in Geodesic Domes for events, and once again, we have had the opportunity to install geodesic domes in this popular square in the heart of Madrid, Plaza del Callao—just as we have previously done in Plaza de Colón and other iconic locations in the capital, such as the Naval Museum of Madrid, among others.
If you have a project that requires unique and special structures like geodesic domes, Geodomes Inmersive Experiences is your specialized provider.
Do not hesitate to contact us, and we will gladly assist you with your needs.