When Eleni speaks, women listen.

In a market where price is the most important purchasing criterion, L'Oréal Paris Excellence Creme hair dye faced a great challenge, as it was the most expensive hair dye set.

This obstacle was overcome by adding value to the brand, courtesy of perhaps Greece’s most famous blonde, Eleni Menegaki.

The results were spectacular: Excellence won the highest market share in its history and Eleni’s particular hair colour tint became Greece’s favorite.