L’Oréal will again enlarge its online advertising budget for 2017, according to advertising information site CampaignLive.co.uk.
In 2015, online promotional activity accounted for a quarter of the cosmetic giant’s advertising budget. In the first half of 2016, it increased investment to 30%, and will raise it again for the current calendar year.
Chief digital officer Lubomira Rochet told the site that focussing on the impact of celebrities, online influencers such as vloggers, and ‘micro-influencers’, (people within one’s social circles), is an important aspect of this strategy.
Rochet said the company's cross-platform approach started from "a common trend where you want to have this conversation and advice with people that look like you."
Central to this digital investment are the start-ups participating in L’Oréal's accelerator programme, such as Tailify, which helps brands create campaigns with social-media influencers, allowing the influencers to track, distribute and monetise content.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up for ESM: The European Supermarket Magazine
