L’Oréal’s top marketer on how his multicultural background became his ‘secret weapon’
Josh StephensonBeing unafraid to tackle new cultures and challenges is what led Lex Bradshaw-Zanger to work for McDonald’s and Facebook before joining L’Oréal.
Being unafraid to tackle new cultures and challenges is what led Lex Bradshaw-Zanger to work for McDonald’s and Facebook before joining L’Oréal.
L’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
With a goal to promote L’Oréal as an “amazing marketing organisation”, CMO Lex Bradshaw-Zanger believes apprenticeships are a “low risk, high reward” way to attract new talent.
The transgender model and activist believes brands can learn a lot from her experience with L’Oréal, warning their diversity and inclusion efforts will become “tokenistic and stale” if they aren’t “plugged into reality”.
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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