L'Oréal Paris has revealed it will take a strong focus on digital marketing to reach its goal of doubling consumers in the next six years. The company strategy is to focus on multiple digital platforms while leaving the television advertising model behind.
We are focused on key growing markets to get the volume, but the fourth pillar of our strategy is to leverage digital and to increase and deliver better beauty education to consumers,” head of digital marketing Christophe Eymery told CosmeticsDesign.
The digital focus entails engaging with consumers across multiple platforms, including brand websites, social media and branded content destinations, mobile apps, and in-store digital screens.
We explore new avenues and keep track of new technologies even before they are launched. There is still a strong belief in the TV model in this business, yet when you look at media consumption, TV has almost been taken over by digital channels and internet consumption,” says Eymery.
The media mix should no longer be heavily dominated by TV. Marketers are missing the opportunities to further leverage new channels.”
