L’Oréal Paris’ Elnett has been the hairspray of choice for red carpet events and cover photo shoots across the world for over 50 years. However it had not been in the Australian market for some time, when L’Oréal Paris decided to re-launch the iconic range locally. With everyone in the market talking about ‘what’s new’, we successfully launched Elnett with a nostalgic theme to cut-through and remind people of its legendary status. We designed and produced a luxurious launch kit – a beautiful leather-grain ‘travel case’, sent to media and beauty editors as if it was straight off the plane from Paris. Inside, the full range of Elnett products were featured, along with a bottle of celebratory champagne. A CD of cinematic-inspired imagery and media assets allowed the recipients to easily share the story of this cult-classic with Australia’s hair and beauty industry.