L’Oréal’s luxury products division (LPD) is going to promote its products including scents of Diesel and YSL Beauté with the help of the digital tools. It will have Yves Saint Laurent’s Touche Éclat range and new Diesel fragrance, which is to be introduced this year, will be promoted via online services. The budget for products’ advertising for this year will be increased and set individually for each of them.
“Touche Éclat is an iconic product and a mainstay of the brand,” noted Emma Dawson, communications director for L’Oréal LPD. “It has an incredibly loyal following and we need to use these people as ambassadors and reward our existing customers. There will be a bespoke strategy for each of our products. We never approach things from a blanket point of view”.
The company signed a contract with digital agency Skive, and their future collaboration is sure to help the LPD boost its digital activity. The media push was planned after the major rivals of the company launched a number of promotional campaigns, winning thousands of customers. Burberry, for example, has its own social network, Art of the Trench, and more than 770,000 Facebook fans (L’Oréal Paris USA Facebook page has 248,000 fans).
“So far we’ve undertaken various pieces of digital activity but a lot of it has been on an ad hoc basis,” said Dawson. “It hasn’t always been as thought out as it could be, as part of the overall marketing strategy, but we realise it’s the dawn of a new era and are keen to understand more,” added Dawson.