L’Oréal has boosted its digital investment to launch new hair colour product Sublime Mousse and reach a younger, untapped audience.

The brand said it this was the biggest spend it has assigned to online marketing for its hair colour products as it looks to target younger women who are wary of dying their hair, as well as lapsed users.

The activity, created by digital agency Spicerack, will focus on Facebook, including paid ads and a L’Oréal app, as well as a wider video ad campaign and mobile activity.

The centre of the digital campaign is a game on the L’Oréal UK Beauty Expert Facebook page. Players have to colour the hair of as many virtual characters as possible within 60 seconds to win a trip to Paris.

L’Oréal said that the increased investment will help it gain cut-through after two of its competitors launched similar products, which with Sublime Mousse led to a rise in take-up among hair-colour users.

Victoria Haddon, product manager for L’Oréal Paris Colourants, said, “John Frieda and Clairol have launched products but they aren’t using digital, which will give us an edge.”

The activity kicks off in tandem with TV and press, and the beauty brand is also using its existing channels, including social media, to push users to the Facebook game and the product’s website.