In The End...

In the end i can say that i believe this campaign was successful. It was integrated inth way that in each media the same message and photograph was portrayed, making it recognisable to viewers/consumers.

I think that L'oreal could have linked the campaign media sources better, by perhaps placing a QR code on magazine advertisements and creating an automatic link from facebook to the L'oreal Colour Genius App on the L'oreal website.

Making the TV ad more interctive would have engaged viewers, heightened awareness and encouraged word of mouth. A way to do this would be via Foxtel's 'Red Button'. Durring the add viewers could press the red button and be taken to a demonstration of the App, possibly by the spkesperson featuring in the Colour Genius App (Liya Kebede). This could also link to a survey where viewers vote for elements of the App that they enjoy. This would enter them into a prize draw to win L'oreal Products. A great way to promote the brand and even encourage brand switching.

As part of the arget audience, i was definitely engaged by the campaign. Great Success!!




Bibliography:

http://www.facebook.com/#!/LOrealParisAU?fref=ts

http://www.youtube.com/user/LOrealParisAU/videos?query=app

http://www.lorealparis.com.au/_en/_au/home/index.aspx

https://twitter.com/LOrealParisAU

Media Source 3

L'oreal Paris AU Website

My final media source is the L'oreal Paris Australia Website. A very detailed and classy looking website displaying information about all L'oreal products available in Australia.

-          Good:

o   There is a view of a screenshot of scenes from the app in use. Acts as a still demonstration of the product.

o   Has a brief explanation of what it is.

o   Explanation states that it is new. People like new things and would most likely be willing to try it out.

o   Viewers can click on the ad to get further information and download it.

-          Bad:

o   Nothing bad to report here!

Media Source 2

Facebook

Once i 'liked' the L'oreal Paris Australia Facebook page, this is the first thing i saw:

-          Good:

o   First thing you see when directed to the L’oreal facebook page.

o   Takes up most of the screen shot.

o   Ad is easily recognisable and looks the same as the TV ad and L’oreal website.

o   Black background stands out, spokesperson for the app is visible

-          Bad:

o   L’oreal brand is not displayed at all on the ad, it is only visible underneath on a separate file. If viewing only the Facebook ad you would not see the brand.

Media Source 1 TV

Media Source

Television Advertisement

The television ad was the first i saw of the L'oreal Paris Colour Genius App.

-          Good:

o   Very direct, straight to the point. States name, what it is and what you can do with it.

o   Does not go into detail.

o   Flashing words get viewers attention- “match it, blend it, clash it”

o   Don’t have to be engaged to know what its about because a picture of an iphone is on the screen.

-          Bad:

o   App advertisement is at the end of the L’oreal Colour Riche ad, when viewers may have already decided if they are interested to keep on watching. They will most likely miss the Colour Genius section of the ad.

 

The Colour Genius App

The Colour Genius App Campaign by L’oreal is currently being advertised via TV advertisement, Facebook, L’oreal Paris Australia’s website, YouTube, indirectly via Pinterest and on the Flare Magazine Online.

 

It would be rude to say that the target market market is young women, however, it is definitely targeted at Women. In saying that, it is also target at women who go out socially and are capable of using an iphone app efficiently. So I would say that the target market is women

 aged 18-55.

The Campaign is integrated over the variety of media in the following ways:

-          On every piece of media the same photo and famous ambassador for the campaign (Liya Kebede) appears. This allows the viewer to to recognise the ad whenever they see it.

 

 

-          Another way the campaign has been integrated over the different medias is the link from one to another. The TV advertisement shows an iphone and uses the traditional app store image with a verbal call to action.

-          On the L’oreal website they link to Youtube, Twitter and Facebook with visual cues at the click of a button.

-          The actual video advertisement is available on the L’oreal website, television and the L’oreal Paris AU YouTube site.

The Colour Genius

This week I came across an integrated marketing campaign that really grabbed my attention.

Being an indecisive female, im always open to someone elses advice when it comes to clothes and make up.

Which dress? What shoes? Does that eye shadow really match the shade of grey on my dress? Maybe I should start again…

Perhaps L’oreal Paris has come up with a solution!

The L’Oreal brand operates in the beauty/ cosmetic consumer market and The L'Oréal Group is the world's largest cosmetics and beauty company, according to David Jones (26/1/10 Reuters).

Product: The Colour Genius iphone app

“Match it, Blend it, Clash it”.

The App is free and claims to be the 1st make up app that matches your make up to your outfit.

Campaign Objectives:

• To inform consumers that L’oreal now have an iphone app that acts as a personal stylist.
• To persuade current beauty product buyers to brand switch to L’oreal.
• To encourage consumers to trial the product.
• To boost sales. Through a clever marketing strategy this occurs indirectly. Downloading the app is free and promotes brand awareness. To follow through with the outcomes of the app the consumer must purchase the specific L’oreal product if they want to achieve the desired look.

“Because you’re worth it”.