After suspending all TV campaigns at the start of the pandemic, L’Oréal has found a new role for the channel in supporting its strategy to boost e-commerce sales.

Post-COVID media planning

• L’Oréal found that TV advertising can help to drive the uptake of digital ‘services’ like augmented reality virtual try-on tools, which helped to maintain sales during COVID-19 lockdowns, when consumers were unable to visit stores.
• The cosmetics giant has also broadened the range of brands is advertises on TV. In each case, the approach has contributed to a rise in sales.
• L’Oréal is having to increase spend with retail...