_CAMPAIGNS
MAGIC RETOUCH
Inspired by the codes of classic suspense cinema, the campaign reimagined Magic Retouch
as a humorous psychological thriller.
Through Eva Longoria’s elegant yet increasingly paranoid perspective, the ordinary act of noticing hair roots becomes a moment of cinematic tension.Borrowing the visual language of Hitchcock; high contrast lighting, obsessive framing and a growing sense of unease,
the film transforms everyday beauty routines into suspenseful storytelling.
At its core, the campaign plays on contrast: the dramatic intensity of the genre againstthe trivial realityof hair regrowth, revealing an exaggerated yet relatable fear resolved instantly by Magic Retouch.
DIGITAL CONTENT
To complement the hero film, a series of digital Q&A assets
answered common questions about Magic Retouch while staying true
to the campaign’s suspenseful and humorous tone.
Short, playful capsules turned product education into entertainment,
while self-shot content created by Eva Longoria at home added
authenticity and reinforced the product’s everyday use.
CREDITS
Film Director : Hans Emanuel
Director of Photography : Roman Martinez De Bujo
Photographer : Mikael Janson
Ambassador : Eva Longoria
THE FILMS
The campaign was brought to life through two films inspired by the world
of Alfred Hitchcock. Blending suspense with humour, both stories playfully reinterpret the visual codes of classic thrillers, featuring a series of references ranging from subtle nods to more recognisable tributes.
From dramatic tension to iconic cinematic cues, the films transform the everyday fear of visible roots into an unexpectedly entertaining thriller.
CREATIVE EFFECTIVENESS AWARDS 2025
The campaign ranked #5 in Kantar’s Creative Effectiveness Awards 2024, placing it among the year’s best-performing TV advertisements. Based on consumer evaluation, the recognition highlighted the campaign’s ability to combine strong product communication with a distinctive and entertaining creative idea.
#5
