Has Loreal Been Effective In Selecting Its Partners
Loreal creatively uses interactive marketing as part of its IMC to engage its consumers in online loyalty programs, such as the Loreal Paris Gold Rewards. Consumers can earn credit online and get free products upon collecting enough points. Responding to the growth of online beauty videos and utilizing the concept to build a stronger communications strategy, Loreal teamed up with YouTube to produce a one-stop beauty channel. The online channel, called Destination Beauty offered its audience information on latest trends, looks, and provided tutorials. In 2014, offering a unique e-beauty experience, Loreal Paris introduced its digital innovation app, Makeup Genius, a virtual makeup tester that allows women to try different looks and products through smart devices. Loreal believes this will revolutionize the way women shop for makeup.
Loreal has also adapted its global communication strategy in different local markets. For example, in the Middle East, Loreal considers the region’s distinct concept of beauty and cultural norms in developing communication messages. Loreal recognizes that Middle Eastern women are becoming more sophisticated in their beauty choices with easy access to international trends through the Internet Loreal has developed a careful blend of the IMC tools to connect with the women in the Middle East, and at the same time maintain synergy with its global communication themes. Key elements of Loreal’s IMC strategy in the Middle East include traditional advertising, sales promotion, events, experiences, interactive marketing, and personal selling. Each tool is implemented keeping in view local preferences and customs. Many countries in the Middle East, like the United Arab Emirates and Qatar, host world-class malls that are the main entertainment destinations for local families.
Loreal uses these retail facilities to reach relevant audiences by offering creative point-of-purchase dis-plays, sales presentations, demonstrations, sampling, exhibits, and experiences within these shopping malls. Following its worldwide approach, Loreal uses celebrity endorsements in the Middle East. In 2012, Loreal named Najwa Karam, a top Lebanese artist and known as the “shining sun” of the Arab music word, as its first brand ambassador in the Middle East. Loreal develops specific promotional campaigns for popular festivals in the Middle East as well. For ex ample, the So Couture Eid Look campaign in 2014, promoted the idea of celebrating the festival of Eid by dressing up with the “most awaited Loreal Paris
Eid look, ” endorsed by its latest brand spokesperson. Loreal has also partnered with the online fashion store Mooda.com to launch its first e-commerce platform in the Middle East.
This exclusive beauty-meets-fashion Web site offers a distinctive mix of content and commerce to consumers in the Middle East. Loreal is changing the face of beauty marketing by transforming its marketing model through complete integration of its traditional and digital media. It uses content-based marketing incorporating education, empowerment, and aspiration to develop creative messages that increase its brand equity. With more than 4 billion searches on the Web on the subject of beauty, consumers are increasingly using digital and social media. Loreal takes such consumer insights and the digital revolution seriously. By developing content using how-to videos, information on trends, fashion tips, virtual makeup trials, celebrity appeals, and covering glamorous awards and fashion events, Loreal stays relevant to the subject of beauty globally.
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