L'Oreal is a French cosmetics company headquartered in Paris. It uses an integrated marketing communications approach with a variety of tools including advertising, sales promotions, events, public relations, online/social media, mobile marketing, and direct marketing. L'Oreal adapts its message strategy based on the market, using celebrity brand ambassadors and slogans with rational and emotional appeals. In the Middle East, L'Oreal partners with online retailers and celebrities and runs campaigns around major events. Its approach to events and sponsorships helps bring the brand to life, and it has generally selected effective partners. Content-based marketing can provide benefits for a beauty brand by building creative messages that incorporate different strategies to engage various
12. More about L’Oreal
http://www.wsj.com/articles/loreal-to-acquire-it-cosmetics-in-1-2-billion-deal-
1469211932
http://www.telegraph.co.uk/beauty/skin/loral-paris-latest-campaign-breaks-
down-racial-barriers-in-beaut/
http://www.independent.co.uk/topic/L'OrealSA
13. Questions on Case Study
Message Strategy
Value Proposition has rational, sensory, social, ego
satisfaction appeals.
Rational reward promise following Results of use
experience
Q.1 Discuss L’Oreal Paris’s message strategy and creative strategy in light of slogan and use of
brand ambassadors.Do you think L’Oreal Paris has adapted its IMC strategy effectively in the
Middle East ?
16. IMC Strategy in Middle East
Partnership with Online store
Mooda.com
Association with Najwa Karim
Special So Couture Eid Look
Campaign
17. Events bring Brands to life
Celebrity EndorsementsRent the Runway Campaign Project Runway Campaign
Q.2 Evaluate L’Oreal approach to events,experiences and sponsorships.
Has L’Oreal been effective in selecting its partners?
18. Content based Marketing helps incorporate best Message strategies to build creative messages.A Blend of
traditional and Digital promotions is crucial so as to cater to every segment of society.
Q.3 What are the benefits of content based marketing for a beauty brand like
L’Oreal?Do you think L’Oreal is right in completely integrating its traditional
and digital media ?