| Brand | L’Oréal Valentino |
| Industry | CPG |
| Country | Ukraine |
| Tools | Multi-Cell Brand Lift Study |
Valentino is a premium fragrance brand within the L’Oréal portfolio, operating in the competitive luxury beauty environment.
The brand’s focus is on the effective use of digital investments and a clear understanding of the communication impact on key stages of the consumer funnel.
1) The Multi-Cell Brand Lift Study methodology was selected to evaluate and compare the impact of advertising across two audience groups: the Business-as-Usual (BAU) audience and the test audience.
2) The study was built on a clear demographic separation of audiences, ensuring reliable measurement and minimal overlap between groups. This approach enabled the isolation of advertising impact and a robust comparison of key brand metrics across both audience segments.
The study used a Multi-Cell Test comparing men and women aged 18–45 (Test) with women aged 18–45 (Control).
The control audience scored higher across all three survey questions. At the same time, men achieved a higher Standard Ad Recall score than women, with a 90% lift probability, likely due to greater campaign reach among the male audience.
However, men showed lower Recommendation and Purchase Intent results, reducing the overall performance of the test audience. For Purchase Intent (Q3), the non-exposed audience also demonstrated a higher willingness to purchase Valentino products.
The study confirmed Valentino’s strong brand awareness. Creatives featuring a prominent logo, detailed product imagery, and clear visual brand cues effectively strengthened ad recall and brand recognition.
Overall, the campaign resonated more strongly with women, who were more likely to recommend and consider purchasing Valentino products. The strongest response came from women aged 18–34 and the broader audience of men and women aged 18–34.
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