June 10, 2014 09:53 ET

L'Oreal Paris Targets Ads Based on Hair Color Found in Photos

Innovative Campaign for Ombre Uses GumGum Image Recognition Technology

NEW YORK, NY--(Marketwired - Jun 10, 2014) - Pioneering beauty products manufacturer L'Oréal Paris has applied image recognition technology to dynamically target product ads based on the hair color identified in photos of faces for its Ombre campaign, which is now live on GumGum's in-image advertising platform.

The campaign features a technique offered exclusively by GumGum, whose image scientists have created an algorithm to detect hair color within millions of photos across the editorial content of its publisher partners' sites. In turn, a corresponding in-image ad -- such as an ad for dark hair-coloring products based on an image known to contain brown or black hair -- is served.

A second-year client of GumGum, L'Oréal Paris was among the first to capitalize on GumGum's innovative Canvas takeover unit for a 2013 campaign; the Canvas takeover is also part of the creative mix for Ombre. Additionally, the campaign capitalizes on another first, an in-image "Slider" unit, enabling all of Ombre's color products to be included in the creative when ads appear over photos unrelated to hair. 

The campaign targets images and pages with keywords related to hair care, beauty and L'Oréal Paris products, as well as sites that reach women 18-40 who frequent fashion, beauty and lifestyle verticals across the GumGum platform.

The L'Oréal Paris division of L'Oréal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oréal Paris brand encompasses the four major beauty categories -- hair color, haircare, skincare and cosmetics -- and includes such well-known brands as Preference, Excellence, Féria and Healthy Look hair color; Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCrème, EverStyle, EverCurl and L'Oréal Paris Kids hair care; Advanced Suncare, Youth Code, Revitalift, Age Perfect, Ideal Clean, Ideal Moisture, Sublime Bronze and Men's Expert skincare; and the Colour Riche, True Match, Infallible, Visible Lift and MAGIC cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L'Oréal Paris and its brands, and to receive personalized beauty advice, expert tips and exclusive beauty content 24-7 (wherever you may be), check out

GumGum is a new kind of advertising platform, dedicated to creating brand engagement in line with premium editorial content where it's guaranteed to be seen. Known for creating the in-image advertising category, GumGum continues to introduce disruptive technologies for a new generation of display, mobile and video advertising solutions. Reaching 70 million visitors in the US as they view images and content across more than 1,000 premium publishers, GumGum ads yield 20 percent higher viewability and 10 times the engagement of traditional display options, resulting in superior brand lift for marketers and increased revenue for publishers. The company is headquartered in Santa Monica, California, with five additional offices around the US. Its investors include NEA, Upfront Ventures, First Round Capital and Crosscut Ventures.

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