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

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.

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

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