CANNES • L’Oreal hopes so as to add gloss to its backside line from its advertising makeover efforts.
Take the instance of what the company did on the Cannes Film Festival, the place Chinese actress-pop star Li Yuchun glided down the hallway of the Hotel Martinez final week in a tuxedo-inspired Jean Paul Gaultier robe and blue-grey pixie haircut, trailed by a pack of videographers.
After placing a couple of poses on a marble staircase, she headed for the crimson carpet. The footage was rushed to L’Oreal’s enhancing suite the place dozens of editors and producers stitched collectively clips to submit in all places, from Instagram to China’s Weibo, inside hours of the shoot.
This is how the world’s greatest magnificence model promotes itself within the smartphone age, with the company pulling out all of the stops on the world’s most-watched movie pageant.
L’Oreal Paris, the company’s flagship client model, used its unrivalled scale to fund occasions, together with a stay speak present on the Cannes seaside with movie stars reminiscent of Jane Fonda and Isabelle Adjani.
Some segments have been produced in Mandarin, hosted by American-Chinese TV star Hung Huang and printed on Alibaba Group Holding’s TMall.
“Cannes is a spectacular opportunity for us to produce a lot of content, and this year, we wanted to take it even further,” mentioned L’Oreal Paris’ global model president Pierre-Emmanuel Angeloglou.
“The more we can combine accessibility and direct contact with consumers with the aspirational nature and beauty of cinema, the better.”
The studio, backed by yachts crossing the Mediterranean harbour and outfitted with a classic convertible for capturing fashions tossing their hair within the breeze, marked a change of surroundings from the celeb magazines and nightly news reveals that L’Oreal used to depend on to get out its advertising message.
The Chinese market is L’Oreal’s second greatest after the United States, with roughly US$2.6 billion (S$three.5 billion) in gross sales final yr.
“L’Oreal can’t just depend on their reputation,” mentioned advertising professor Delphine Dion at Essec Business School close to Paris, citing mounting competitors from homegrown opponents in China, social-media-driven upstarts like LVMH’s Fenty Beauty by Rihanna and South Korean magnificence manufacturers like Mizon.
“They have to keep making buzz online or else they’ll lose out.”
In the flurry of movies L’Oreal produced throughout the pageant, red-carpet struts have been interspersed with product demos and interviews with the model’s ambassadors.
If China will get particular treatment in L’Oreal’s on-line efforts – as with the Mandarin version of the Cannes speak present – it isn’t solely due to the dimensions of the chance, however as a result of classes learnt in essentially the most superior market for e-commerce will also be exported across the world.
One takeaway: Mixing leisure and retailing works.
“It’s really on a huge scale,” Mr Angeloglou mentioned of its Cannes foray.
“But when you are able to do something unexpected, the amount of engagement you can create is really worth it.”