L'Oreal is a French cosmetics company headquartered in Paris. It uses an integrated marketing communications approach with a variety of tools including advertising, sales promotions, events, public relations, online/social media, mobile marketing, and direct marketing. L'Oreal adapts its message strategy based on the market, using celebrity brand ambassadors and slogans with rational and emotional appeals. In the Middle East, L'Oreal partners with online retailers and celebrities and runs campaigns around major events. Its approach to events and sponsorships helps bring the brand to life, and it has generally selected effective partners. Content-based marketing can provide benefits for a beauty brand by building creative messages that incorporate different strategies to engage various

1. Integrated Marketing Communications
Mini Case Study : L’Oreal

2. L’Oreal – Brief Overview
Jean Paul AgonEugene Schueller L’Oreal Group
HQ at Paris Mission Key Figures

3. Role of Marketing
Communications
Marketing
Communications
Mix:Tools,
Selection
Communications
Process Models
Developing
Effective
Communications
IMC
TERMINOLOGY

4. Modes of Communication
1. Advertising
Any paid promotion via Print,Broadcast, Electronic,Display or network media

5. 2 Sales Promotions
Variety of Short term incentives to encourage purchase.

6. 3.Events & Experiences
Company sponsored activities designed to create brand related interactions with consumers

7. 4 Public Relations and Publicity
Programs directed internally to employees, externally to consumers, government, media etc

8. 5 Online & Social Media Marketing
Online activities designed to engage consumers, raise awareness, improve brand image etc

9. 6 Mobile Marketing
Communications on consumer’s cell phones, smart phones or tablets

10. 7 Direct & Database Marketing
Use of mail, telephone, fax, e mail, Internet to communicate directly or dialogue from specific consumers

11. Communication Process Models
Macromodel Response Hierarchy Model

12. More about L’Oreal
 http://www.wsj.com/articles/loreal-to-acquire-it-cosmetics-in-1-2-billion-deal-
1469211932
 http://www.telegraph.co.uk/beauty/skin/loral-paris-latest-campaign-breaks-
down-racial-barriers-in-beaut/
 http://www.independent.co.uk/topic/L'OrealSA

13. Questions on Case Study
Message Strategy
Value Proposition has rational, sensory, social, ego
satisfaction appeals.
Rational reward promise following Results of use
experience
Q.1 Discuss L’Oreal Paris’s message strategy and creative strategy in light of slogan and use of
brand ambassadors.Do you think L’Oreal Paris has adapted its IMC strategy effectively in the
Middle East ?

14. Creative Strategy
Informational Appeals
Product Demonstration Ads
Product Comparison Ads

15. Transformational Appeals
Appeals elaborating on celebrity
testimonials,
Positive Emotional appeals such
as Pride,, Joy

16. IMC Strategy in Middle East
Partnership with Online store
Mooda.com
Association with Najwa Karim
Special So Couture Eid Look
Campaign

17. Events bring Brands to life
Celebrity EndorsementsRent the Runway Campaign Project Runway Campaign
Q.2 Evaluate L’Oreal approach to events,experiences and sponsorships.
Has L’Oreal been effective in selecting its partners?

18. Content based Marketing helps incorporate best Message strategies to build creative messages.A Blend of
traditional and Digital promotions is crucial so as to cater to every segment of society.
Q.3 What are the benefits of content based marketing for a beauty brand like
L’Oreal?Do you think L’Oreal is right in completely integrating its traditional
and digital media ?

19. SUMMARY
L’Oreal –Brief
Overview
IMC
Terminology
Modes of
Communication
Communication
Process Models
More about
L’Oreal
Case Study Q-A

20. DISCLAIMER
Created by Shivam Agarwal ,KNIT Sultanpur during a Marketing
Internship under Dr Sameer Mathur, IIM Lucknow.