L’Oreal

Talk like a human, for business’s sake

Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.

So, it’s no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging. 

Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.

L’Oreal launches mobile app to help drive footfall into salons

L’Oreal has launched a new iPhone app with the dual aim of promoting its INOA hair colour range and driving customers into its salons.

INOA Colour Capture uses geolocation and augmented reality (AR) to allow users to grab one of thousands of virtual bubbles that will be released around the UK in September.

Users can either win a hair colouring service from one of the participating salons or a colour care sample pack.

It is L’Oreal’s first foray into mobile as it doesn’t have an e-commerce platform – products are instead sold through partners.

L’Oreal gets a Facebook boost with the ombré trend

This week it’s all about the season of summer and the end of the Olympics on our weekly showcase of The Dachis Group’s Social Business Index.

Our focus is on three well-known brands – a Dutch brewer, a French cosmetics company and a favorite PC manufacturer as analyzed by the Dachis Group’s Stephanie Fuller.

We’ll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

Because one size doesn’t fit all: A Redken case study

At OMMA’s one-day summit for mobile marketing, Sarah Liang Kress, director of interactive marketing for L’Oreal USA, had the chutzpah to tell the crowd:

Technology, for us, comes very much last. It’s not about the shiny object. We look at the audience, and we look at our objectives and then come up with the right solution and the right execution.

She said this as a keynote speaker for the event, which took place on Monday as part of Internet Week NY, and anyone doubting Kress’s claim had only to follow the tidy case study she presented to know she meant business.  

So, if L’Oreal is downplaying technology, what’s fueling the global company’s mobile marketing?

Facebook unveils new ad tools to European marketers at fMC London

Facebook’s Marketing Conference stopped off in London yesterday afternoon following similar events in New York and Tokyo.

The focus at fMC was very much on how brands should be using the social network to create an identity and tell stories through engaging content, with global brands such as Unilever and L’Oreal giving insights into how social fits into their marketing strategies.

Facebook VP of business and marketing partnership David Fischer introduced three new products to European marketers during an opening keynote: reach generator, offers and premium ads, but this was more of a recap of what had already been announced at fMC New York.