L’Oréal aims for youth appeal with online cosmetics business game

French cosmetics giant L’Oréal has created an online game for students, to make its brand more attractive to young people.

According to an industry insider, the Paris-based company is creating a range of products as part of the project.

The e-Strat Challenge business strategy game will offer students the chance to run a virtual cosmetics company, called Prima, for two months. Prima will have brands ranging from luxury to mass-market beauty products.

L’Oréal UK managing director Geoff Skingsley says: “The game offers a taste of the fast-paced cosmetics world, testing participants’ strategic abilities to the limit.

“It requires decisions to be made on every element of marketing, from advertising spending to brand management and online promotions, and should provide a real education for students.”

L’Oréal recently announced the launch of a range of body lotions, called Plénitude Body Expertise, this autumn (MW September 6).

The range will put it in direct competition with body lotion giant Nivea.