L'Oreal unveils £20m online CRM campaign

L'Oreal Insider: new scheme marks cosmetics brand's first CRM programme
L'Oreal Insider: new scheme marks cosmetics brand's first CRM programme

L'Oreal has launched its first CRM programme, as it looks to forge stronger relationships with consumers by offering them exclusive rewards.

The L'Oreal Insider scheme encourages consumers to open an online account for access to offers of free samples, reviews, expert advice and money-off vouchers for its products.

The cosmetics brand hired digital agency Gyro in May to create the scheme and is understood to have invested £20m in the project.

Visitors to the L'Oreal Insider site must register their details to join and are encouraged to do so with the line: "The more you tell us, the more you'll be rewarded".

Users can also merge their Facebook account with the Insider scheme, to enable them to share promotions and content with their friends on the social network.

It also allows "insiders" to enter competitions, with the chance to win prizes such as a pampering weekend and a Feria hair-product "goody bag".

Although the site is aimed at women, L'Oreal has devised a similar scheme for its Men Expert product range.

L'Oreal is also launching a major competition that offers three members of the public the chance to feature alongside celebrity ambassador Cheryl Cole in a TV campaign for its Casting Creme Gloss range next year.

The contest is tied to the L'Oreal Insider campaign, as consumers can enter only if they register for the scheme.

The rollout comes as the company marks the 40th anniversary of its 'Because I'm worth it' slogan.

The brand was at the centre of controversy in July when its ads featuring Julia Roberts were banned by the Advertising Standards Authority over complaints that the shots had been digitally manipulated.

In August, the company moved away from its tendency to use high-profile celebrities in its marketing, with a digital campaign for new products in its Men Expert range.

ollow Sarah Shearman on Twitter @Shearmans


Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message