L'Oreal looks for direct marketing agency to build customer links

L'Oreal Paris is looking for a direct marketing agency to promote its haircare products as it seeks to build closer relationships with its customers.

L'Oreal Paris is looking for a direct marketing agency to promote its haircare products as it seeks to build closer relationships with its customers.

L'Oreal, well known for its 'because I'm worth it' ads for Elvive shampoo, is talking to agencies about beginning regular direct mail activity to its customers. It is thought L'Oreal has data on its customers and is looking for creative ways to build a dialogue.

L'Oreal has used direct marketing for its specialist haircare brands before: TSM ran a campaign for the Kerastase range last year. However, the company wants to appoint an agency that will handle increased activity across all of its haircare brands.

One agency source said: 'L'Oreal has run some database-led direct marketing activity but wants to build a more ongoing programme of talking to its customers.'

The search for a direct marketing agency is being led by L'Oreal UK's marketing manager, Patrick Kullenberg. He was not available for comment as Campaign went to press.

L'Oreal's haircare products include Elvive for men and women, Fructis, Plenitude and Elnett. It also produces professional products including Kerastase and Redken. It has launched products for particular groups, such as Plenitude Age Perfect for the mature market, which require more specifically targeted advertising.

L'Oreal's advertising, through Publicis, has featured stars including Jennifer Aniston, Michael Schumacher and David Ginola. L'Oreal is the world's leading cosmetics company with sales of pounds 6 billion.