The power of our Cannes brand ambassadors as influencers is high: GM, L’Oréal Paris

As Cannes draws closer, exchange4media spoke to Raagjeet Garg, General Manager, L’Oréal Paris, on how the brand is accelerating growth from the digital and activation stand-point, their three-fold marketing strategy, and taking the brand beyond brand ambassadors walking the red-carpet

e4m by Misbaah Mansuri
Updated: May 8, 2018 8:55 AM

Makeup brand, L’Oréal Paris is now basking in 21 glorious years as the official make-up partner for the Festival de Cannes which is all set to kick off from May 8 onwards. The brand’s association with one of the world’s most glamorous film festivals has over the years, been imperative in driving conversations around beauty with their immersive marketing strategies. As we inch closer to Cannes, exchange4media caught up with Raagjeet Garg, General Manager, L’Oréal Paris on how the brand is accelerating growth from the digital and activation stand-point, their three-fold marketing strategy and on making it an event high on engagement and one that goes beyond brand ambassadors walking the red-carpet.

On their association with Cannes completing 21 years, Garg shared that the content created and response received had a positive role to play. “From a partnership point of view, it has worked brilliantly for us. The content created and response we received has been overwhelming,” he said.

This year, the brand is spreading its wings by broadcasting its own talk-show dedicated to women's empowerment, live from the beach. “The entire idea was that there has to be an interaction for consumers to take back. We wanted to do something that goes beyond our ambassador walking the red-carpet,” opened up Garg.

He said, “Our entire objective this year has been to drive growth. India is a very strategic country for L’Oréal Paris globally.” Garg explained that the plan is to target tier 1 and 2, depending on their needs. “ For the same, we are launching a lot interesting products in each quarter. The summer collection launched in Q1 has done very well for us,“ he added.

From the activations point of view, Garg shared, “We’ve done a campaign with Deepika on the new Casting Crème Gloss encouraging woman to coloring. Our motto is to drive growth while really ensuring consumer satisfaction.” He revealed that all the brand’s campaigns are 360 built, with a combination of traditional media and new-age media to reach consumers in a more effective way. “Even within digital, people always talk about it as one medium, but digital itself is a 360 platform,” he continued.

Garg acknowledged that the brand leverages influencer-marketing in a big way. “We work with influencers in different walks of life. For Cannes, the power of our brand ambassadors as influencers is itself high, but it’s important for us to create the right kind of content that they can promote on their social handles and something that the brand can leverage as well,” he said.

He explained that while designing an influencer-marketing campaign, the brand ensures that the content is superbly differentiated. Garg also spilled the beans on the brand’s three-fold marketing strategy. “It’s about driving awareness as we’re a young brand in India and also driving consumer-consideration. Our strategy is to drive trial and repeat purchase for the brand across categories,” he revealed.

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