1. Designing and Managing
Integrated
Marketing
Communications

2. 1. THE ADVENT
OF L’OREAL

3. • Started in 1909 by Eugene
Schueller, a chemist
• Created a hairdressers’
showcase to display his
innovations

4. • Coined by Ilon Specht when a new
spirit of feminism was in full swing
• The message was all about what
women thought
• 80% of women recognize and
respond to this positive phrase and
powerful sentiment

5. • Endorsed by celebrities like
Aishwarya Rai, Beyonce, Jennifer
Lopez and Jane Fonda

6. 2. L’OREAL’S
COMMUNICATION
CHANNELS

7. L’Oreal ‘s iconic
brands:
• YSL
• Ralph Lauren
• Lancôme
• Kerastase
• Redken
• Vichy
• L’Oreal Paris
• Maybelline
• Garnier

8. • it effectively integrates promotional events
with celebrity power.
• Sponsor of more than 20 int’l film festivals
and fashion weeks
• With this it aims to appeal to a wide range
of consumers, and be the top destination for
beauty

9. • Provides an
insight of what to
expect
• Offers
personalized
beauty
consultations
• Attempts to woo
young women with
it’s glamour
quotient.

10. • L’Oreal partnered with Rent the
Runway, an online fashion store, for
it’s campus program
• It had a reach of more than 200
college campuses in the US, with
more than 1.1 mn female students

11. • L’Oreal creatively uses IMC to engage with
it’s customers with loyalty programs such as
L’Oreal Paris Gold Rewards
• Their “Look Good, Do Good” campaign put
them back to the pole position after a
temporary slump
• In 2017 L’Oreal Paris launched “Worth it
Rewards”, a first-in-mass, multi-category
loyalty program.

12. 3. L’OREAL’S SOCIAL
MEDIA MARKETING AND
OVERSEAS VENTURES

13. • Social Media is
widely used as a
means of mass
communications
channel

14. • L’Oreal exploited other
social media platforms to
improve it’s brand
awareness and attract it’s
prospective buyers.
• It created a one-stop
beauty channel on
Youtube, Destination
Beauty
• In 2014, the company
introduced it’s digital
innovation app, a virtual

15. • It recognized that the concept of
beauty for women in middle east had
a different meaning
• Focussed more events, experiences
and personal selling, than advertising
and sales promotion due to their
strong global positioning.

16. • Appointed Lebanese singer, Najwa Karam
as their celebrity brand ambassador as
well as their spokesperson in the entire
Arab region.
• She had a wide appeal and popularity
across the middle-east

17. 4. CONCLUSION

18. •
• Today it is the leading
beauty and cosmetic
companies in the world
with well-segmented
offerings in 130 countries
• In 2013 it had a market
capitalization of $94.76
• It markets about 27
global brands

19. • L’Oreal has completely integrated it’s
traditional and digital media
• It focusses on education, empowerment
and women’s aspirations to generate a
holistic approach through it’s
communications mix
• Has resorted to one-to-one interaction
with it’s customers and prospects on social
media

20. SUMMARY:

21. DISCLAIMER :
This was created by Aritra
Mondal, VIT Mumbai during a
Marketing Management
Internship under Prof. Sameer
Mathur, Indian Institute of
Management, Lucknow