Europe’s direct marketing agencies are beating a path to the door of Paris-headquartered L'Oréal as the haircare products giant mulls a direct mail customer care programme.

Globally known for its "because I'm worth it" Elvive shampoo ads, L'Oréal is believed to have compiled substantial data on its customers with whom it is eager to enter into a dialogue.

According to one competing shop: “L'Oréal has run some database-led direct marketing activity but wants to build a more ongoing programme of talking to its customers.”

L'Oréal’s UK marketing manager Patrick Kullenberg is conducting the trawl for a pan-European DM shop.

News source: CampaignLive (UK)