L'Oréal looks for focused reach through connected television

L'Oréal, the cosmetics manufacturer, is using connected television (CTV) to generate incremental reach and engage particular audiences.

“When you look across our family of brands,” explained Shenan Reed, svp/head of media at L'Oréal, “we have opportunities to talk to everybody who has skin.”

Prior to the COVID-19 pandemic, L'Oréal’s efforts to engage with consumers often revolved around larger-than-life events, such as being visible on the red carpets frequented by the glitterati, giving it a major presence in moments Reed called “broad,

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