Natural beauty concept

Concept International created the brand new Mystery Oil and its 100% natural skincare product for the face and body. The mystery of youth kept as a secret for centuries, transmitted for generations, now is available at CI.

International story of beauty

L’Oréal is one of the oldest brands in the beauty category. It’s also developed a reputation as one of the most innovative, forward-thinking beauty companies in the world. And that reputation applies to its marketing as well.

The company hasn’t viewed the changes to the marketing landscape as simply a challenge, but rather an opportunity. Digital is viewed as the future, something that’s changing the industry for the better. Or, as L’Oreal Global Chief Digital Officer Lubomira Rochet says, digital “brings new dimensions to things that were limited before.” That approach stems from one of L’Oreal’s key values: “Saisir ce qui commence,” or “Seize what’s starting.”

What does that mean?

Everything from staffing appropriately to changing your media mix to rethinking your advertising. The company recruited 2,000 digital experts and put data-driven marketing at the heart of what it does. Digital now constitutes 38% of its overall media spending. And while it used to rely on 30-second commercials, it now produces 50X more content that lives as part of a broader, digital ecosystem and engages people on different occasions. “Today’s pitch is two seconds,” says Rochet, “and six seconds is the new long-form ad.”

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