The mass-market cosmetics division of global beauty company L'Oreal is understood to be significantly increasing its DM budget. It is part of an attempt to become more customer-focused and targeted in its approach to marketing communications.
It has appointed roster DM agency Tullo Marshall Warren to handle a major campaign for its Foundation Collection, a range of four foundation products formulated for different skin types.
Tullo Marshall Warren's brief involves segmenting its database to identify 170,000 known foundation users, and targeting them with a mailing that will help them identify the most appropriate product for their skin type.
Each foundation type is available in a range of shades to suit all skin tones.
The creative idea behind the campaign is to position L'Oreal Paris Foundation as the premium brand in the mass market for cosmetic products. It also aims to draw attention to the company's technological expertise at creating products that meet a consumer need.
Recipients of the direct mailing will be able to trial the Foundation Collection from sachets that will be inserted in the pack; personalised money-off vouchers are also included.
To provide a further personal touch, the mailing includes cosmetics advice from Caroline Barnes, the L'Oreal Paris make-up artist.
Other brands in the wider L'Oreal stable include Garnier, Maybelline and Fructis. These brands are thought to have direct marketing activity on their agenda for later this year.
The company's global advertising strapline, 'Be-cause I'm Worth It', has been endorsed by celebrities in-cluding Friends actress Jennifer Aniston, movie star Andie MacDowell and footballer David Ginola.
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