Case Study: Lancôme achieves 57% higher attention score and 77% viewability with Onyx by Outbrain

Lancôme optimizes branding campaign toward audience attention for first time, using Onyx by Outbrain™

Lancôme, part of the L’Oréal group, ran its "La Vie est belle" campaign featuring Julia Roberts and Aya Nakamura and faced the challenge of cutting through an increasingly crowded digital landscape while measuring impact beyond standard viewability. The Publicis Media trading team recommended a first-use pilot of Onyx’s High Impact Hybrid format to optimize toward audience attention rather than just impressions.

Onyx by Outbrain supplied exclusive in-article Hybrid placements that combined video storytelling and product consideration, with campaign optimization guided by Adelaide’s AU attention metric. The approach delivered +57% attention score versus standard display and 77% viewability, producing higher-quality, engaged audiences and measurable brand-building outcomes.

Lancôme

Aurélia Miquel

Digital Media & Acquisition Director