Sharp print, sharp colors score for L'Oreal

Cardona, Mercedes M.
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps14
Trade Publication
This article focuses on the influence of a print advertising campaign by L'Oreal on its success in building an upscale brand image among mass brands. The company has used its print schedule wisely, choosing to advertise in fashion books and publications that appeal to the hip and young, rather than mass-appeal titles. L'Oreal is the big spender in the cosmetics category, which also includes Maybelline, Laboratories Garnier, Lancome and Redken. L'Oreal consolidated its haircare and cosmetics and fragrance units in 1997, putting senior vice president of marketing Carol Hamilton in charge of the largest spender in the beauty category. Under her leadership, the retail division extended the Because I'm worth it positioning to launch the L'Oreal Kids shampoo in 1997 and launched Feria hair color and Plenitude Revitalift.


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