In conjunction with branding, the success of the campaign also lies in the quality of the actual product, and how that product suits the needs of the target audience. The communication messages the campaign is trying to convey, suggest that the consumer research conducted has found that women around the world were unsatisfied with the leaking and quick-fading flaws of the lipsticks they were using. Consequently, L’Oreal's Infalliable Le Rouge 10 hour Lipstick was produced in order provide the best solution to this problem and satisfy the needs of these women not currently met.
There is evidence within the commercial and print advertisements themselves of the company's efforts to change consumer behaviours; With phrases such as "discover the hold of a long-wear lipstick", and "grabs hold and doesn't let go" implies that the L’Oreal Infalliable Le Rouge 10 hour Lipstick is not just the best solution, but the only solution to their problem.
The success of this communication strategy was mainly due to the consumer behaviour research which was conducted. It provided a valuable insight into current behaviours and attitudes of their target audience, and essentially opened up the gap for the brand to introduce a new sought-out product that would meet those un-met needs and possibly change consumer views and attitudes of the brand in a more positive and loyal manner.
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