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
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