L'Oreal has effectively implemented an integrated marketing communications (IMC) strategy in the Middle East through its use of brand ambassadors and sponsorship of fashion events. The company delivers a coordinated beauty message and strengthens its image using online marketing programs. It has also tailored promotional campaigns for popular festivals in the region and partnered with local retailers. L'Oreal brings its brands to life through event sponsorships and experiences, partnering effectively with organizations like Rent the Runway and Project Runway.

6. REVOLUTIONIZED THE ADVERTISING WORLD WITH THE LEGENDARY SLOGAN -

9. COUPONS and CONTESTS are the tools of sales promotion.

10. Programs directed internally to employees and externally to consumers , government ,
media etc.

11. Image is strengthened through online marketing

13. EVENTS bring life to the
brands.
Key components to IMC
Strategy.
L’OREAL sponsors many
fashion events at Global level.

15. Q.1-Discuss L’Oreal Paris’s message and creative strategy in light of its slogan and use of
brand ambassadors. Do you think it has adapted IMC strategy effectively in the middle east?
Ans.
Message Strategy
Value proposition has rational ,sensory ,social satisfaction appeal.
Delivers a coordinated message of beauty and self-worth to
women.

16. CREATIVE STRATEGY
Online Loyalty Programs , such as the L’Oreal
Paris Gold Rewards.
Teamed up with YouTube to produce a one-
stop beauty channel.
Digital innovative app-Makeup Genius , a
virtual makeup tester.

17. IMC Strategies in the Middle East
o Uses celebrity endorsements in the middle
east.
o Develops specific promotional campaigns for
popular festivals.
o Partnered with the online fashion store
Mooda.com

18. Q.2-Evaluate L’Oreal’s approach to events , experiences , and sponsorships. Has
L’Oreal been effective in selecting its partners?
Events bring brands to life .
RENT THE RUNWAY Campaign.
CELEBRITY ENDORSEMENT.
PROJECT RUNWAY Campaign

19. Content based marketing helps in incorporating message strategy by
building creative messages . Traditional and digital media is
important in order to cater every segment of the society.

21. This presentation is created by “ANKIT SACHAN” from STEP-
HBTI , Kanpur during Marketing Internship under the
guidance of “Prof SAMEER MATHUR” , IIM Lucknow.