L'Oréal Luxury launches major foray into online display with YouTube

YSL: Parisienne perfume ad with Kate Moss
YSL: Parisienne perfume ad with Kate Moss

L'Oréal Luxury, the fragrances division of the FMCG giant, is set to launch its first multi-brand digital campaign tomorrow (18 December) with YouTube ads across five European countries.

The activity will feature YouTube homepage takeovers in the UK, France, Italy, Spain and Germany for five days.

The takeovers will include different video ads for six of its fragrance brands, including Yves Saint Laurent, Armani, Lancôme, Cacharel, Ralph Lauren and Diesel.

The campaign, which has been designed in collaboration with Fred & Farid media and implemented by ZenithOptimedia, will be the subject of a study conducted by ZenithOptimedia and YouTube, measuring the effectiveness of the campaign and its impact on brand image.

Earlier this year L'Oréal began working with Google to support the engagement of the FMCG brand in the digital space.

Shuvo Saha, leader of FMCG at Google UK, said: "By choosing YouTube during this critical period in the run up to Christmas, L'Oréal Luxury is investing in the power, reach and effectiveness of online video."

Earlier this month, Google launched a new advertising service for YouTube called TrueView, which allows viewers to choose the ads they watch, while advertisers only get charged for those viewed.

The latest biannual online adspend figures from the IAB and PwC, showed that FMCG brands, which traditionally do not invest heavily in digital, had significantly increased online adspend in the first half of 2010.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers