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Article: L'Oreal to revamp strategy for personalised brand blitz. (News).(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- March 21, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cosmetic giant L'Oreal, owner of the Ralph Lauren, Maybelline and Helena Rubinstein brands, is overhauling its marketing communications strategy -- to gain greater customer insight and boost personalisation.
The company, which last year turned its back on TV ads for flagship brand Garnier in favour of direct marketing (PM July 20, 2001), is stepping up its reliance on data by implementing a new customer database with NCH Marketing Services.
The customer relationship management (CRM) initiative, which will run across the L'Oreal Paris and Garnier brands, aims to enhance personal communications with customers. The emphasis will be on analytical profiling, ...