Insights From
L’ORÉAL USA At CEW’s Women in Beauty Event
Cosmetic Executive Women (CEW) held a Women in Beauty Series event on November 30 at the Harmonie Club in Manhattan that featured leaders from L’Oréal USA discussing how to reach and connect to today’s consumer in the shifting retail landscape. The conversation included
Silvia Galfo, Vice President, Makeup and Fragrances, Marketing U.S. of Lancôme and Nathalie Kristo, Senior Vice President of L’Oréal Paris, offering insights from both the mass and prestige markets.
CEW’s Jill Scalamandre and Carlotta Jacobson (r.) with L’Oréal Paris’ Nathalie Kristo and Silvia Galfo of Lancôme
With an overall resurgence in sales for the prestige category in 2011, Lancôme, too, saw an uptick in its numbers that Ms. Galfo attributed to innovation and newness. “New innovations through the second half of the year are keeping our numbers up. We saw strong growth with the key launch of Visionnaire [LR 2412 4%] Advanced Skin Corrector, which was in development for 12 years,” she informed. “Hypnôse Doll Lashes Mascara and Trésor Midnight Rose also added to this growth.”
While newness at-counter is imperative, a brand’s commitment to its customers remains essential. Ms. Kristo discussed L’Oréal Paris’ effort to target consumers based on region. A recent promotion with Walmart in predominantly Hispanic areas offered customers makeovers inspired by popular telenovela stars. “It’s all about the experience for the customer,” said Ms. Kristo. “We were able to create the feeling of a luxury experience in the mass channel.”
Along with remarkable in-store service, connecting with consumers in the digital sphere in meaningful ways is crucial for beauty brands of today. In addition to a strong presence on Twitter and Facebook, Lancôme collaborated with the online fashion community, Polyvore, to host the month-long “Style with Lancôme Color Design Palettes” contest this past summer. Lancôme challenged Polyvore users to create fashion- and beauty-focused virtual collages featuring the newly-launched palette—for a chance to win a trip to New York City.
The contest achieved twice the amount of activity than any other previous promotion the Web site held. “Today’s consumer is in-store and online, and we need to provide her with an experience wherever she goes,” said Ms. Galfo. “We need to build on the relationship to make her feel valuable and unique.”
As companies are implementing creative approaches to reach consumers, a brand’s core identity should remain at the forefront. “L’Oréal Paris’ slogan, ‘Because You’re Worth It,’ is at center of our brand and it appeals and connects with women everywhere. Even though the brand might look different in other countries and may address different needs, the message of the brand is global,” stated Ms. Kristo. “We celebrate the global heritage of our brand, while keeping it close to American women’s hearts.”
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| L’Oréal Paris’ Erica Bowen, Karen Fondu and Lisa Capparelli | Laura Geller Beauty Ingenuity’s Laura Geller (c.) with Script to Screen’s Tony Kerry and Ken Kerry | Arcade Marketing’s Taylor Ryan, Marine Ravera and Diane Crecca |
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| Univision’s Julie Pinkwater with Meredith 360’s Jeannine Shao Collins and Dorene Bair | Self’s Ellen Cummings, Laura McEwen and Anita Maiella | L’Oréal USA’s Carol Hamilton and Frédérick Rozé with Barbara Zinn-Moore of Lord & Taylor |
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| Lancôme’s Genevieve Santos and Andrew Armstrong | Ralph Lauren Fragrances’ Jerome Roux with Givaudan’s Yara Karmiloff and Frederic Pignault | L’Oréal’s Thomas Reedman and David Suffit with Givaudan’s Cosimo Policastro |