Marketers may increasingly be expected to have an analytical mind but, as leaders from L’Oréal, General Mills and the WFA debate, does that come at the expense of creative thinking?
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
Lex Bradshaw-Zanger, L’Oreal UK and Ireland CMO, discusses innovation, team structures and why the 1980’s was the best time for TV.
De-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
The collaboration will see L’Oréal’s beauty brands create augmented reality experiences that can be delivered through Facebook as it looks to bring the technology to the masses.
L’Oréal has developed a tool, dubbed cockpit, that measures the ROI and productivity of its media investments in real time so it can see what is working and make decisions based on performance, not internal goals or preconceptions.
The battery-free device is worn on a user’s thumbnail, and monitors how much UV light the wearer is exposed to.
The French beauty giant’s new marketing boss takes aim at agencies that claim it isn’t a problem to lose clients, and urges brands not to put off innovation until the business is in trouble.
The Canadian marketer has only been in his role for two months, but feels optimistic about the opportunity to expand L’Oréal’s digital capabilities.
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The beauty conglomerate has been criticised for its decision to end its contract with activist and trans influencer Munroe Bergdorf – less than 48 hours after announcing the partnership.
Close collaboration between marketing and science helps generate new ideas and bring innovative products to market, says Steven Shiel, scientific director at L’Oréal UK & Ireland.
L’Oréal’s CMO for Western Europe will be replaced but Pile will ‘stay connected’ with the company and return in a new role.
The beauty brand’s general manager for the UK insists it has “not yet” encountered influencer fatigue, as it adds three more ambassadors to its ‘Beauty Squad’.