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Published April 2015

By Allison Schiff, AdExchanger

Data is part of the foundation at L’Oreal Canada – but that wasn’t always the case.

“L’Oreal is a marketing company, not an IT company – yet,” said Khoi Truong, director of media and data optimization at L’Oreal Canada. “But for the last year, we’ve been setting up our CRM and thinking about what we could do to leverage that information for media purposes. That’s why programmatic is a big play for us.”

Truong and his team had a chance to put that data to work on a recent programmatic campaign – L’Oreal Canada’s first – for Shu Uemura, a Japanese luxury makeup sub-brand of L’Oreal, which has good traction internationally but never really made inroads in North American markets. In fact, L’Oreal decided to remove Shu Uemura from US storefronts in 2010.

But the company had a feeling that North America could be a promising market for certain limited-edition Shu Uemura product releases, such as the launch of Shupette, a holiday makeup collection inspired by designer Karl Lagerfeld’s famously pampered blue-eyed cat Choupette.

It was just a matter of targeting the right people – mostly women between 25 and 30 who had previously purchased luxury beauty products online – at the right point in the funnel.

Read the full article on AdExchanger.

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