GumGum, the contextual-first technology leader, and global media agency, Wavemaker, today announced the results of a recent advertising campaign for L’Oréal Paris’ Revitalift Laser Anti-Aging Serum. Conducted in Germany, the campaign enabled L’Oréal Paris to triple advertising attention using GumGum’s proprietary AI solution, the Mindset Graph.
A powerful predictive data engine, the Mindset Graph leverages attention time metrics to optimize creative and contextual performance across digital advertising campaigns. In one of the first European applications of this technology, L’Oréal Paris significantly exceeded industry benchmarks:
- 68% spontaneous ad recall
- 28% above the desktop skin norm
- 61% above the standard display norm
The impressive brand outcomes were verified through an independent brand lift study and supported by internal GumGum data, which showed a steady increase in attention time throughout the campaign period.
Additional key findings from the L’Oréal Paris campaign include:
- Continuous campaign optimization by GumGum reduced the cost per attentive second, driving higher branding efficiency with fewer impressions and more attention.
- Eye-tracking data revealed that attention time was three times higher than on standard desktop displays.
- Attention time increased consistently over the campaign’s duration, reaching a peak of 4.5 seconds—nearly 3.5 times the industry average.
- The campaign results showed 86% prompted brand recall.
- Two out of five respondents said they would consider L’Oréal Paris when choosing an anti-aging product, outperforming most competitors.
“Qualitative yet cost-efficient reach is essential for us. How can we measure the actual attention consumers are paying to our campaign? GumGum’s Mindset Graph delivered fascinating insights and enabled us to optimize our L’Oréal Paris campaign in real time based on attention data,” said Nadine Kamski, Media Director, DACH at L’Oréal Paris. “It clearly showed the connection between attention, brand perception, and purchase intent.”
“The anti-aging segment is one of the most competitive markets,” added Svenja Wenders, Account Director at Wavemaker. “Even for a global powerhouse like L’Oréal Paris, cutting through advertising clutter is a challenge. That’s why we partnered with GumGum—to capture genuine consumer attention.”
Niklas Sonnenschein, Senior Digital Director at GumGum, emphasized: “These results demonstrate the power of the Mindset Graph to reach audiences at the right moment. The combination of real-time attention data, advanced contextual signals, and creative optimization ensures that brand messages have a lasting impact. For L’Oréal Paris, we were able to boost cost efficiency while achieving impressive gains in recall and purchase intent.”
Additional campaign details include:
- The campaign featured high-impact formats such as Desktop Skin and Hang Time, a full-screen inline format with an interactive scrolling timeline. Both ad types were specifically designed to sustain user attention longer through a larger visual space and more storytelling opportunities.
- The ads were served in premium contextual inventory targeting a broad, quality-oriented audience, with the top-performing contextual categories being Food & Drink and Home & Garden.
- The Mindset Graph measured attention time on every impression to identify the contexts where L’Oréal Paris achieved the highest engagement compared to other ads. The strongest results were seen in:
- Food & Drink (+113% above benchmark): Nutrition and lifestyle content were shown to be a natural link to beauty and wellness.
- Home & Garden: Strongly associated with wellbeing and self-care.
A core benefit of the Mindset Graph is its ability to identify attention-rich environments that may not seem directly related to a brand’s core themes at first glance. It pinpoints the most attention-effective categories and audience segments for each campaign, ensuring advertisers don’t miss valuable opportunities to maximize brand impact.
