The document discusses L'Oreal's use of integrated marketing communications (IMC) to grow into a global beauty and cosmetics leader. It originated in 1909 in Paris and uses IMC to identify target segments, develop creative messages, and integrate both traditional and digital media like celebrity endorsements, events, advertising, social media, mobile apps and more. L'Oreal's "Because you're worth it" campaign uses strong emotional appeals featuring celebrities. The company also tailors its approach in different markets, incorporating both personal and mass communication channels to stay relevant in beauty.

1. INTEGRATED
MARKETING
COMMUNICATIONS
Mini Case
Study:
L’OREAL

2. ORIGINATED IN PARIS
1909,BY EUGENE
SCHUELLER AS A
HAIR DYE SELLING
COMPANY

4. WHO
ARE WE
TODAY?

5. HOW DID L’OREAL
DO IT ??
I M C

6. SO WHAT IS IMC ?
THE AMERICAN MARKETING ASSOCIATION DEFINES
IT AS “PLANNED PROCESS DESIGNED TO ASSURE THAT
ALL BRAND CONTACTS RECEIVED BY A CUSTOMER OF
AN ORGANISATION ARE RELEVANT TO THAT PERSON
AND CONSISTENT OVER TIME “.A 360 VIEW OF
CONSUMERS IS NECESSARY TO UNDERSTAND WHICH
FORM OF COMMUNICATION AFFECTS THEIR
BEHAVIOUR.

7. THE COMMUNICATION MODELS
MACRO-MODEL: CONSISTS OF 9 KEY FACTORS FOR EFFECTIVE
COMUNICATION.2 REPRESENT THE MAJOR PARTIES SENDER
&RECEIVER,2 ARE FOR MESSAGE & MEDIA.4 REPRESENT MAJOR
COMMUNICATION
FUNCTIONS:ENCODING,DECODING,RESPONSE,FEEDBACK.LAST
ELEMENT IS NOISE.
MICRO-MODEL: USED WHEN COMMUNICATIONS CONCENTRATE
ON SPECIFIC CONSUMER RESPONSES.USES HEIRARCHY MODELS
INVOLVING COGNITIVE,AFFECTIVE &BEHAVIORAL RESPONSES .

8. SO WHAT MAKES L’OREAL’s
IMC STAND OUT ?
 IDENTIFYING TARGET SEGMENTS
 CREATIVE COMMUNICATION USING MESSAGE
STRATEGY
 CELEBRITY ENDORSEMTS AND TRANFORMATIONAL
APPEALS
 INEGRATED PERSONAL & MASS COMMUNICATIONS
 INTEGRATING TRADITIONAL & DIGITAL MEDIA
 ABIDING BY THE SIX 6’s OF IMC
{COVERAGE,CONTRIBUTION,COST,COMMONALITY,CON
FORMABILITY,COMPLEMENTARITY}.

9. IDENTIFYING TARGET
AUDIENCECOMMUNICATION STARTS WITH A
CLEAR AUDIENCE IN
MIND:POTENTIAL
BUYERS,CURRENT USERS,DECIDERS
AND INFLUENCERS.THIS HELPS
L’OREAL DECIDE HOW,WHAT,WHEN
,WHOM AND WHERE TO SAY.

10. COMMUNICATION MIX
FOR L’OREAL
 ADVERTISING
 SALES
PROMOTION
 EVENTS AND
EXPERIENCES
 PUBLIC
RELATIONS
 ONLINE & SOCIAL
MEDIA
 MOBILE
MARKKETING
 DIRECT DATABASE
 PERSONAL SELLING

11. ADVERTISEMENTS &
PROMOTIONS
“BECAUSE YOU’RE WORTH IT”
FEMINISTIC ADS FEATURING AISHWARYA
RAI,JENNIFER LOPEZ AND BEYONCE USES
STRONG EMOTIONALAPPEALS TO
INDEPENDENT WOMEN,CELEBRATING THE
POWER OF BEAUTY .

12. DESIGNING ADS:WHAT,HOW &WHO
SHOULD SAY.
MESSAGE STRATEGY(WHAT TO SAY): “YOU’RE WORTH
IT” RESONATES WITH A UNIVERSAL MESSAGE OF THE
POWER OF BEAUTY & SELF-WORTH.
CREATIVE STRATEGY(HOW TO
SAY):INVOLVES INFORMATIONAL
&TRANSFORMATIONAL APPEALS.
MESSAGE SOURCE(WHO SAYS IT):INVOLVES 3 DIMENSIONS
EXPERTISE,TRUSTWORTHINESS,LIKABILITY.HENCE CELEB
ENDORSERS OF DIFFERENT NATIONALITIES,CULTURE AND
RACES.

13. EVENTS AND EXPERIENCES
THESE INCLUDE RED CARPET EVENTS
LIKE CANNES FILM FESTIVAL,LONDON
& MELBOURNE FASHION WEEKS &
LOREAL PARIS’S POWDER ROOM.
BESIDES SPONSORING INDIRECT
PROMOTIONAL EVENTS LIKE REALITY
SHOW, PROJECT RUNAWAY THAT
REGULARLY SHOWCASED IT’S
PRODUCTS.

14. PUBLIC RELATIONS
INVOLVES WELL THOUGHT OUT
PROGRAMS EG. RENT THE RUNWAY
CAMPAIGN TO HELP PROMOTE AND AT
THE SAME TIME INVOKE POSITIVE
OPINIONS ABOUT THE Co. TARGETED
CONSUMERS.

15. MOBILE MARKETING
IN 2014,LOREAL INTRODUCED MAKE-UP GENIUS APP THAT
ALLOWED WOMEN TO TEST DIFFERENT LOOKS &
PRODUCTS.THUS CAPTURING THE FASTEST GROWING MEDIA
THAT IS SMARTPHONES.

16. ONLINE &
SOCIAL MEDIA
MARKETING :
 THROUGH INTERACTIVE
CONTESTS
 SPONSORING ONLINE RETAILERS
EG.MOODA.com & NYKAA.com
 INTERACTING ON SOCIAL
NETWORKS LIKE
TWITTER,FACEBOOK
 UPTADING ABOUT NEW PRODUCTS
AND VENTURES ON LOREAL
WEBSITES
 TEAMED WITH YOUTUBE FOR A
BEAUTY CHANNEL CALLED
DESTINATION BEAUTY

17. L’OREAL IN THE MIDDLE EAST
INCORPORATED ALL ESSENTIAL PRINCIPLES
OF IMC :
PERSONAL CHANNELS:ESTABLISHED
CREATIVE POP DISPLAYS,SALES
PRESENTATIONS,SAMPLING EXHIBITS IN
MALLS.
 MASS CHANNELS:ENDORSEMENTS BY
NAJWA KARAM,LEABANESE MUSIC
SENSATION.
 PROMOTIONAL EVENT:COUTURE EID LOOK
CAMPAIGN
 ONLINE SPONSORSHIPS: ONLINE FASHION
PORTAL MOODA.com.

18. ALTHOUGH,
L’OREAL HAS
SHOWN

19. CONCLUSION
L’OREAL HAS SUCCESSFULLY MODELLED ITS MARKETING BY
INTEGRATING CONTENT BASED TOOLS LIKE
EDUCATION,EMPOWERMENT,ENVIRONMENTAL & ASPIRATIONAL
MESSAGES INCREASING ITS BRAND EQUITY,WITH A DIGITAL
REVOLUTION THUS STAYING RELEVANT TO THE SUBJECT OF BEAUTY.

20. LET’S SUMMARISE :
WE SAW HOW L’OREAL A 20th CENTURTY
BEAUTY &COSMETICS GROUP HAS
GROWN LEAPS & BOUNDS
INCORPORATING IMC IN ITS
OPERATIONS.WE LEARNT THE ROLE OF
COMMUNICATION & HOW L’OREAL
MODELS,DEVELOPS & MANAGES
INTEGRATED COMMUNICATION CHANNELS
.FINALLY WE OVERVIEWED L’OREAL’S
ADAPTATION IN A FOREIGN MARKET LIKE
MIDDLE-EAST.

21. CREATED BY
ANIRBAN
BHATTACHARJEE
FOR A MARKETING
INTERNSHIP UNDER
Prof. SAMEER
MATHUR