How L'Oréal used 'Zombie Boy' on the new path to purchase

Geoffrey Precourt
Warc

In an address he called, 'The Path to Purchase – Moving at the Speed of Digital', Marc Speichert, L'Oréal USA CMO, discussed "a purchasing funnel that is more multi-dimensional, with new media changing the way consumers consider, evaluate, buy, and advocate for your brand."

Speaking at the Brite Conference on Branding (presented by the Columbia University Business School's Center on Global Brand Leadership), he showed how new media means new ways to navigate the path to purchase – and the opportunity to get on people's radars at a much lower cost.


Marc Speichert, L'Oréal USA CMO, addresses Brite delegates 
(Photo: Oded Naaman)

Speichert started his marketing career as a trainee at Colgate Palmolive in 1997, which he left to join L'Oréal 13 years later in 2010. His assignment at L'Oréal USA is to set up three "main organizational pillars" – the first around insights, the second focusing on media and the third emphasizing business development.