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Posts Tagged ‘L’Oreal’

The L’Oreal Paris Live Social Response Lab Has Emmy Award Hair and Makeup Trends

Going over the best and worst dressed lists from last night’s Emmy’s? Don’t forget forget the makeup and nails.

During the Emmy broadcast — from the red carpet arrivals to the final trip to the stage for the cast and crew of Breaking BadL’Oreal was online offering up mood boards based on the looks of the award show attendees and tutorials from YouTube video partners with the L’Oreal Paris Live Social Response Lab.

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Expect a Lot of Sponsored Tweets and ‘Experiential Marketing’ During the Oscars

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Vanity Fair publisher Edward J. Menicheschi tells Stuart Elliott of The New York Times that “Oscar night is Vanity Fair’s Super Bowl“, and the mag will go all out this year to prove it.

The brands sponsoring the awards and the top two magazines covering them (VF and People) plan to stage “events” rather than simple advertisements or social campaigns. What will those events encompass?

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What Can Estée Lauder’s New Focus on Corporate Responsibility Accomplish?

Yesterday brought news that The Estée Lauder Companies, in an move clearly designed to strengthen the brand’s reputation as a responsible company around the world, created a new position within its corporate responsibility unit.

The company chose Pamela Gill Alabaster, former SVP of corporate comms, sustainable development and corporate affairs at L’Oreal, to fill the new role with the general purpose of keeping CSR strategy “in alignment with the Company’s long-term business objectives”. What does that mean, exactly?

In recent years, Lauder launched various CSR initiatives focused on highlighting environmental programs and presenting a more diverse face to an expanding global market. The company has faced related PR challenges in the past, particularly on the subjects of sustainability and animal testing—both of which will be central to this new CSR move.

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Why Is L’Oreal ‘Bored’ with Pinterest?

L’Oreal is a beauty company—a very visual brand with a heavy female demographic. This would make them a prime candidate for brand expansion via Pinterest, right?

Maybe not. Rachel Weiss, L’Oreal’s vp of digital strategy and marketing, recently told Business Insider that she had all but stopped using the white-hot social “pinning” service and re-focused her branding efforts on Facebook because she “got bored” with Pinterest. As evidence: this L’Oreal page definitely feels a little neglected.

Interestingly, Weiss emphasizes a shift in her company’s strategy from product-centric to brand-centric. Rather than promoting specific products, she says, L’Oreal wants to ensure that its brand is there at every potential touchpoint to guide the consumer—in the retail location, in the salon, online, or on mobile.

She claims that Pinterest is not ready to help facilitate this sort of branding strategy. Essentially, she argues that Pinterest is not yet as business-friendly as Facebook and says that L’Oreal is “waiting to see what Pinterest comes out [with] as a platform for brands”. She’s not sure exactly when this will happen but thinks that the service’s managers will have to “move into brand play” in order to expand its influence.

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L’Oréal USA’s CMO Highlights Company’s New Digital Purchase Path

“Health and beauty represent the new digital battleground,” according to Marc Speichert, CMO at L’Oréal USA.  He noted that as beauty purchases are shifting from in-store to digital, this has prompted the company to follow a “new consumer decision journey.”

Speichert spoke in New York on Monday at the Brite ’12 conference hosted by Columbia Business School’s Center on Global Brand Leadership. The two-day event focused on innovation, brands, and technology.

L’Oréal, a global cosmetics company with a portfolio of twenty-three brands across professional, consumer, and luxury products, has seventy million U.S. customers. As Speichert noted, “business innovation is a key growth engine.” The topic of how digital has changed existing marcoms models, including the brand purchase funnel, has been widely covered. Now more companies have moved from theory to practice, and Speichert elaborated on each phase of L’Oréal USA’s process and gave examples.

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