L'Oreal marketing manager, Anita Ma, said the online foray followed an upgrading of the product to target the 18 to 29 age group with a unisex product.
"Studio Line is the market leader here and in the past we have used mostly standard print and television advertising. We recently upgraded the product and we wanted to reach the young, energetic, more tech-savvy consumers."
The brand adapted the TV campaign for an email offensive that was sent to consumers in Hong Kong.
Xpedite handled the email distribution and tracking, while Speedcast provided the streaming technology.
The television commercial was developed by McCann-Erickson and features models with 'outrageously sculpted hair', each representing one of the deadly sins.
"The TVC talks about the seven deadly sins and we had to edit the copy for the email, so we only had six deadly sins. It's very proactive, looks different from other ads we've done. We wanted to really leave an impression on the consumers' minds so we decided not to just go with the static email but to have it streaming."
OmniStream product manager, Sean Langston, said: "Adding the TVC to the campaign is helping make the brand more recognisable. One of the challenges was making the ad coherent, another was delivering into multiple types of email clients."