Galit Gutman does it for the first time at age 53: The model conquers the screens
The leading model and TV presenter, who has been identified for decades with her blonde hair, decided to return to her roots as part of a new and intriguing campaign that managed to stir up a great storm on social networks.
The model and TV presenter Galit Gutman, who for years has been identified with her blonde hair, has returned to the brown shade that accompanied her at the beginning of her career as part of a new campaign for the hair color brand Excellence Creme from L'Oreal Paris. The advertising move included the slogan "Rediscover your shade".
With this, the popular brand sought to convey a message to women that a change in hair shade can be a way for self-expression, renewal, and a reconnection with oneself. By using the hair products of the Excellence Creme brand, every woman can enjoy a high-quality and convenient result at home without compromising on the outcome.
Galit Gutman spoke about the significant change she made to her hair as part of the campaign: "I felt it was time for a change that feels right from within. Returning to the brown shade of the past is actually returning to the most natural and authentic version of myself. A reminder of who I really am. With a busy and packed schedule like mine, Excellence Creme gave me the perfect solution — an excellent and well-groomed result, without leaving the house and without compromising my daily routine.
This is the first time I have changed my look on a photo shoot set, and there was both excitement and curiosity in it. Ultimately, it was a reminder for me that sometimes returning to the roots is the best way to renew oneself". The advertisement, which created a large-scale discourse on social networks, managed to capture the attention of consumers and convey the marketing message successfully.
Word from the office
Coloring hair at home is usually perceived as a maintenance activity. We wanted to return to it what it really is: a decision about how you choose to look and feel. Galit Gutman's blonde is a trademark, almost part of her public identity. Precisely because of this, a change of shade for her is not just another look refresh but a statement. The transition to brown allowed us to talk about the emotional layer of the choice, and to give life to the message "Rediscover your shade".
If one needs to summarize the campaign in one sentence: a change of one shade can reveal a new side in you.
Story from the campaign construction
We started from the understanding that hair shade is an identity marker, not a product choice. The difficulty was to illustrate this, because a statement about change remains a slogan as long as there is no real change in front of it. The turning point was the decision not to tell about a change but to do it, and to do it specifically with someone whose shade is part of who she is. From the moment Galit switched to brown, the idea stopped being a claim and became proof.
What was the biggest challenge (or breakthrough) in the project?
The challenge was to illustrate the emotional meaning of a shade change without falling into a gimmick and without moving the product from the center. The breakthrough was to connect a character who is completely identified with her shade, to an idea, and to a disruptive execution that interrupts the viewer's expectation. The surprise, the message, and the product proof happen at the same moment.
What was the thing that flowed most easily?
The language. Once the move was on the table, we didn't need to build a narrative around it, because the change itself already said everything. The message, the film, and the entire language of "Rediscover your shade" were derived from it directly.
Word from the creative
The idea started with the question of how to make a familiar category feel like something we haven't seen. The answer was not a production trick but a real change. Galit is identified with blonde to such an extent that the transition to brown turned the product from a reason to advertise into a reason to stop and look. This is creative at its best: when the character, the idea, and the product are the same story.
Neta Kartzo-Neiger, Communications and Influencer Manager at L'Oreal Paris, on the move: "The story was not the change of hair color itself, but the meaning behind it. After more than 30 years as a blonde, Galit Gutman returns to the brown shade - the color of her youth. Not out of a trend, but out of a personal and authentic choice. A decision that embodies values of self-confidence, authenticity, and empowerment - values that are at the heart of the L'Oreal Paris brand.
From a communication perspective, we chose to turn the moment of change itself into a communication asset. Instead of waiting for the campaign launch, we built a move that sparked curiosity, created an organic discourse, and invited the media and the public to be part of the story from the very first moment. The result was a significant buzz, broad media coverage, and a positive discourse that was built even before the campaign was revealed".
