L’Oréal Takes Advantage of Snapchat Filter Ads

L’Oréal is typically a company that caters to those 35 and older. It is now using a diversification strategy: targeting the 18 to 35 generation with their new line of pure-clay mud masks. I like this strategy for a couple reasons:

  1. The product follows the current trends. Clay and charcoal masks have recently become very popular among millennials. Unlike L’Oréal’s typical anti-aging creams and masks, this product provides exactly what millennials are looking for: a product that keeps their skin clean and healthy.
  2. The product is a stepping stone to a loyal customer. With its wide array of products for women over 35, L’Oréal has found a way to create a relationship with active future clients. With this mask targeted to the younger generation, L’Oréal is forming a relationship with clients who will later be more loyal and more likely to purchase from the wide array of anti-aging products. This increased loyalty has the potential to decrease the overall costs of acquisition and to increase the lifetime value of a customer.
  3. The company is going where the customers are. Very often, companies are so proud of their product that they just assume that customers are going to seek them out to find the product. L’Oréal has taken a more proactive approach and is seamlessly blending in to the customer’s daily activities. This Snapchat filter not only makes the customer aware of the product but it’s also an instruction manual of how to use the product and of what the results of using the product are.

One thing they should be wary about is cannibalization. If L’Oréal Paris starts targeting the younger generation, the company might steal some of its subsidiary company clients, such as those who shop at The Body Shop. What are some ways that you can think of where both companies can target the 18-35 year old market while keeping the company images separate?

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