L’Oréal looks to direct selling to drive engagement

L’Oréal plans to ramp up its direct selling to consumers through branded retail outlets following a Maybelline pop-up store trial.

It is understood that branded stores are set to become a major facet of L’Oréal’s international and UK brand marketing strategy to drive engagement.

Opening additional branded retail sites would allow L’Oréal to enhance its brand awareness and portray a more premium positioning by offering demonstrations and advice to consumers in a retail setting.

The Maybelline pop-up in London was created to evoke the backstage ambiance of New York Fashion Week and “bring the brand to life”, according to Maybelline UK marketing director Karen Jones. The aim of the pop-up was to develop “a more personalised” brand experience with added value services such as make-up demonstrations.

The company did not respond to repeated requests for comment.

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