Galit Gutman Returns to Brown Hair in First-Ever On-Set Transformation
Israeli model and TV host Galit Gutman, long known for her signature blonde hair, has returned to her natural brown shade for a new advertising campaign for L'Oréal Paris's Excellence Creme hair dye.
The "Rediscover Your Shade" campaign aims to convey that changing hair color can be a form of self-expression and renewal. Gutman, 53, stated that the change felt right from within, representing a return to her most authentic self. She found the Excellence Creme product to be a perfect solution for achieving a quality result at home, fitting into her busy schedule.
This marks the first time Gutman has altered her appearance on a film set, an experience she described as both exciting and curious. She felt that returning to her roots was a way to find renewal. The advertisement has generated significant discussion on social media, successfully capturing consumer attention and delivering its marketing message.
L'Oréal Paris highlighted that hair coloring is often seen as maintenance, but they wanted to reframe it as a conscious choice about how one presents themselves. Gutman's blonde hair is a public identifier, making her color change a statement rather than just a refresh. The move to brown allowed the campaign to explore the emotional aspect of this choice, bringing the slogan "Rediscover Your Shade" to life.
The campaign's creators explained that they began by understanding hair color as an identity marker, not just a product choice. The challenge was to illustrate this, as a statement about change remains a slogan without a real transformation. The turning point was deciding to enact the change on Gutman, whose identity is so tied to her hair color, turning the idea into proof.
Neta Kartz-Neiger, Communications and Influencers Manager for L'Oréal Paris, added that the story was about the meaning behind the change, not just the color itself. Gutman's decision to return to her youthful brown shade was personal and authentic, embodying L'Oréal Paris's values of self-confidence, authenticity, and empowerment. The campaign strategically turned the moment of change into a media asset, generating buzz and organic discussion even before the official launch.
