Eva Longoria is a root-covering genie in L’Oréal's new campaign

The actor stars in light-hearted spots by McCann Paris

Published On
Aug 05, 2022

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Eva Longoria impressed everyone when she touched up her own roots at home in the pandemic in an ad for L’Oréal Paris in 2020.

Now, she's urging people just to use the brand's spray-on root cover-up product, Magic Retouch, instead.

In a series of new light-hearted ads from McCann Paris, the actor plays a genie character who pops up out of a bottle of Magic Retouch and tells people how to deal with their roots.



"The motto ’I’m worth it’ is crucial in today's world as it represents L’Oréal Paris’s purpose to empower women," said Julien Calot, creative director at McCann Paris, in a statement. "But sometimes we can also allow ourselves to have a little comic relief. Magic Retouch is truly a magical product. Eva as a genie is perfect."

The "parodic tone" is also deliberate for a campaign about root cover-up, according to the brand press release, as "it allows the sometimes taboo subject to be less complicated."

The ads benefit from Longoria's sparkling delivery, but creatively, don't compare to the pandemic spot and her more serious "Lessons of Worth" film in which she addressed her first-grade self about confidence


The campaign is running solely on TV in France and in other countries, including the U.S., Germany, Italy and Spain, on a mix of TV and digital channels.


Aug 05, 2022
Client :
L'Oreal Paris
Agency :
President :
Charlotte Franceries
Creative Director :
Julien Calot
Creative Director :
Sylvain Merigeau
Associate Creative Director :
Clémentine Pleux
Associate Creative Director :
Emmanuelle Miquel
Art Director :
Avril Garcia
Copywriter :
Gerard Seifert
Chief Operating Officer :
Anne-Sophie Carbo
Business Director :
Pierre Bédère
Account Executive :
Tiphaine Hunault
Project Manager :
Nadia Lasfar
Production :
Frenzy Paris
Director :
Hans Emmanuel
Andre Chemetoff
Print Photographer :
Sofia & Mauro
Digital Photographer :
Elodie Daguin
TV Producer :
Séverine Collandre
Post Producer :
Laurianne Freguin
Post Production :
Digital District
Composer :
Sound Mix :
Compositor :
Paula Valstein
Compositor :
Roy Shen Zoor
Editor :
Roy Shen Zoor
Usage Right :
Caroline Delvincourt
Usage Right :
Chintana Salikoun
Usage Right :
Célia Martinez
Spoke :
Eva Longoria
Model :
Grace Gao
Model :
Vanessa Rottenburg
Model :
Iris Cekus

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