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L'Oreal's New Advertising Focuses On Emotional Links With Consumers

September 11, 2014: 12:00 AM EST
L’Oreal is changing its advertising strategy to focus on “creating an emotional connection” with consumers rather than emphasizing its products. L’Oreal European CMO Blasco de Felice, during a talk at Dmexco, said his company now aims to create different types of communication, as it seeks to increase the amount of “content-led advertising”. He also said L’Oreal integrated the American brand NYX Cosmetics to its lineup to leverage the brand’s deep links with online consumers.
Natalie Mortimer, "L’Oreal shifts ad strategy to focus on emotion over product", The Drum, September 11, 2014, © Carnyx Group Ltd
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