L'Oreal works on the body in new line

The new range - L'Oreal Body Expertise - is targeted at women aged 18 to 35 who care to indulge in "textures and sensational fragrances", and is touted as the perfect mix between technology and pleasure.

L'Oreal's Plenitude products for the face are already available in Hong Kong. The company has launched a major campaign - developed by Publicis Ad-Link - to raise awareness for the new product line, which includes Nutrilift, White Perfect, Hydrafresh, Oleoenergy and others.

Peter Oesch, senior account director at Publicis Ad-Link, said: "L'Oreal is a very centralised brand, with everything done in Paris. It does take input from local markets, but certain things are developed in Asia. "For example, it now has a skin care laboratory in Japan, realising that people in Asia have different skin care needs, compared with other parts of the world, so this is becoming more important."

He added that the first advertising blitz would be focused on the brand's slimming and toning product, Perfect Slim and Exfotonic body scrub. The campaign will be launched by Publicis Ad-Link this month across print and outdoor media vehicles.

The agency will also develop two 15-second commercials, which will make their debut in cinemas in Hong Kong, and will cover pillars in MTR stations with ads featuring model Fernanda Tavares, who endorses the new product range on a worldwide basis.

A second burst will kick off in September or October, and will be focused on Perfect Slim.