L’Oréal finds a new role for TV in driving e-commerce sales

Alex Brownsell

The cosmetics company is adjusting its media strategy in response to post-COVID consumer habits.

Like all brands, L’Oréal was quick to review its advertising plans at the start of the pandemic. Very quick, in fact: all TV campaigns were suspended with immediate effect. However, within a few months the cosmetics company had reinstated investment in TV to drive awareness of new products – and had found a new purpose for the medium in supporting its post-COVID e-commerce strategy.

Speaking at The Future of Media 2021 conference in London, Gayle Noah, Media Director for L’Oréal UK & Ireland, insisted that TV retains a “really strong place” on the company’s media plan. However, in light of...

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