12.10.15
Fragrance is a big seller for L’Oréal —especially at holiday time. To draw additional attention to its luxe designer fragrances, for the first time, the world’s largest beauty company has grouped together Giorgio Armani Si, Lancome La Vie est Belle, Viktor & Rolf Flowerbomb and YSL Black Opium. All are participating in the social media friendly #scentwithlove promotion in UK-based Boots stores.
In addition, the French beauty giant has installed what it calls “perfume post boxes” in 100 Boots stores throughout the UK, prompting shoppers to send scented postcards to friends and family. To date, more than 2,000 cards have been mailed, and L’Oréal expects that figure to reach 10,000 by Christmas Day. Customers have also been able to tailor gift boxes with an image uploaded from their smartphone, along with a message.
It’s important for the French beauty giant to stand out from the competition during this key sales period. Reportedly, in the month of December alone, L’Oréal’s fragrance sales equal those it reaches in the first eight months of the year.
The campaign opens up the possibility of future cross-brand campaigns.
In addition, the French beauty giant has installed what it calls “perfume post boxes” in 100 Boots stores throughout the UK, prompting shoppers to send scented postcards to friends and family. To date, more than 2,000 cards have been mailed, and L’Oréal expects that figure to reach 10,000 by Christmas Day. Customers have also been able to tailor gift boxes with an image uploaded from their smartphone, along with a message.
It’s important for the French beauty giant to stand out from the competition during this key sales period. Reportedly, in the month of December alone, L’Oréal’s fragrance sales equal those it reaches in the first eight months of the year.
The campaign opens up the possibility of future cross-brand campaigns.
