Interview with: Cameron Woods, Marketing Director L’Oreal Paris, L’Oreal Australia

1. Interview with: Cameron Woods,
Marketing Director L’Oreal Paris,
L’Oreal Australia
“Captivating and engaging people in the
mobile space is becoming increasingly
difficult. We live in a very noisy, busy
world. Chief Marketing Officers
(CMOs) have to find new, impactful and
exciting ways to add value to people’s
lives yet many of them overlook what
consumers actually want,” says
Cameron Woods, Marketing Director
L’Oreal Paris, L’Oreal Australia.
Woods is a keynote speaker at the
marcus evans CMO Summit 2015, in
the Gold Coast, Australia, 17 - 19
August.
Many CMOs believe the future is
mobile. How could they capture the
mobile traffic momentum?
I agree, the future is mobile. In
Australia, smart phone penetration is as
high as anywhere in the world, giving
CMOs an avenue into people’s lives that
they never had before, 24 hours a day.
But we have to be invited or earn our
place in that intimate, personal space. A
two-way conversation through social
media is a very effective way to
communicate, but we have to add value
so it has to be much more like a
relationship.
How can CMOs or companies earn
that place?
First, they must understand what
consumers really want. The aim is to
move towards a mutually beneficial
relationship. It is not enough to be
known, which would be a win in the
past, but you have to be liked or loved.
To be loved, you must know people
well, be trusted and credible, and
hopefully a relationship will flourish from
that.
We do not lack contact opportunities or
ways to communicate advertising
messages, however companies have to
change their game.
There are tens of thousands of new
apps, so an app itself means very little.
For it to mean something to a con-
sumer, it has to be game changing and
add value to their life.
How will L’Oreal’s transformation
from a product to a consumer
centric brand be beneficial for the
company?
I believe we have always been
consumer centric, but over the past
decade that has meant more of a focus
on creating products and services that
consumers really want. Consumers
today want less on the product side
being pushed on them and crave the
unique, incremental value that brands
can bring to them. What they expect
from brands and products has changed.
They want a two-way conversation and
value added from this relationship.
What is the L’Oreal Paris Makeup
Genius? How will it raise the bar in
the industry?
It does what many technologies have
aimed for before, allowing people the
ability to try products before they buy
them. It is not just an app; it is truly
groundbreaking as it frees people from
having to buy a product to try it.
Being able to do it through this
technology skips half a dozen important
steps in consumer consideration, from
awareness through to purchase.
What new-age marketing strategies
could CMOs look into?
Mobile is like every advertising or
marketing communication method we
have had before in that it tries to have a
relationship with consumers. It may be
vastly different in some ways but the
fundamentals are the same. What
people want, desire, trust and find
valuable has not changed. Pushing the
boundaries and taking people on a
fantastic journey can take you a long
way.
Any final comments?
When CMOs apply one-directional
methods of communicating with people,
they are fundamentally overlooking
what people want. Understanding
consumers as much as humanly
possible and the role our brands,
products and services can play in their
lives is fundamental to success.
Understanding
consumers
as much
as humanly
possible is
fundamental
to success
How CMOs Can Capture
the Mobile Momentum

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About the CMO Summit 2015
The sixth annual CMO Summit is the premium forum bringing elite buyers and
sellers together. The Summit offers chief marketing executives and agencies and
consultants an intimate environment for a focused discussion of the key new drivers
shaping the marketing agenda. Taking place at the RACV Royal Pines Resort, Gold
Coast, Queensland, Australia, 17 - 19 August 2015, the Summit includes
presentations on locking in brand loyalty, combining new technology with traditional
marketing, leveraging customer insights, and capturing the exploding mobile
marketing traffic momentum.
www.cmoanzsummit.com
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To view the web version of this interview, please click here: www.cmoanzsummit.com/CameronWoods