L'Oreal Embarks on New Brand Marketing Strategy

As the first leg of a new marketing campaign to promote its fresh brand manifesto titled "Beauty For All", L'Oreal has released an online video on YouTube. Their global campaign will also be rolled out across L'Oreal social media sites.

This move marks a major strategy change for the company. Traditionally, L'Oreal marketing focussed on the "Because You’re Worth It" strapline, featuring a host of top name celebrity ambassadors such as Jennifer Lopez, Julianne Moore, and Ryan Reynolds.

The new "Beauty For All" campaign will now highlight real people from around the world instead of celebrities, and the brand has also done away with their old strapline.

L'Oreal's 2-minute YouTube video is accompanied by a voiceover announcing "beauty for all of us", with the aim of demonstrating "globalisation" but with "clear respect for differences".

In a statement, the company explained their marketing objectives further: "Throughout the years, L'Oreal has been carrying on its great adventure and the mission it has set itself: to give the best in beauty to all women and men on the planet. A noble, useful and exciting mission that the group wanted to express for the first time."

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