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”.
