Meet the Expert

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

/o/d/g/loreal.jpg

L’Oreal’s latest digital campaign for its Men Expert range is brilliant.

I love the “Expert” character they’ve introduced to front the Facebook and YouTube campaign for two reasons. It’s intelligent and it genuinely made me laugh.

A lot of male grooming advertising is really dumb, not really that funny and treats men like they’re morons.

Yes Lynx advertising is tongue in cheek and has been very successful but it doesn’t give men a lot of credit. There’s a reason that the “lads mags” sector has crashed in recent years and it’s because men are – shock horror – interested in more than bums and boobs.

L’Oreal’s Men Expert viral campaign has a touch of Bond about it, a dash of irony, some clever quips and it integrates nicely into social media inviting audiences to engage through Facebook.

It’s good, intelligently made content that promotes the brand and doesn’t take itself too seriously.

L’Oreal has long been using celebrity brand ambassadors in its advertising, and I can’t see this coming to an end any time soon but this diversion from the norm gives a really refreshing change to male grooming ads.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here