L'Oreal calls review for Maybelline and Garnier direct work

L'Oreal, the cosmetics giant, is reviewing the direct marketing

accounts for its Garnier and Maybelline product ranges.



Publicis Dialog, which works on several L'Oreal products, currently

handles the majority of direct marketing for the brands. However, it is

understood that the cosmetics company is reviewing after changes in its

marketing department.



L'Oreal has stepped up its use of direct marketing this year with the

appointment of McCann-Erickson's MRM Group and Tullo Marshall Warren to

its roster. It is understood to be talking to both roster and non-roster

agencies about the Garnier and Maybelline accounts.



Garnier products include Fructis, Synergie and Garnier Hair Colour. The

Maybelline range includes lipsticks and other make-up products.



Last month, Garnier launched a customer relationship management

initiative called Garnier Colour Club targeted at the UK's 15 million

home hair-colour users with offers of gifts in exchange for points.

Garnier is also launching a website, garnierbeautybar.com, as it moves

away from TV and press advertising towards more targeted activity.



Agency sources close to L'Oreal suggest that the review was instigated

after its appointment of a new communications team alongside its

existing product managers.



Other direct marketing initiatives this year include activity through

Tullo Marshall for the anti-ageing brand Revitalift. It targeted around

250,000 skincare users.



L'Oreal's roster agencies, McCann and Publicis, handle the creative

accounts in the UK, while media is handled by Universal McCann and

Optimedia.