The company won the AU$40m dollar account for 2014 for numerous reasons, including its “excellence” in both online and offline media and strong commercial strategies.
Carat outcompeted PHD and previous incumbent UM to win the contract.
Concerning their new partner, the brand stated: “As the media landscape’s changes are accelerating, L’Oréal Australia requires more focus, recourses and insights in order to maintain its position as the frontrunner in the Australian Health and Beauty market.”
Focus on digital communication
Furthermore it commented that; “With L’Oreal Australia’s increased focus in digital communications, combined with the rapid development of e-commerce, it has become necessary to fully engage with its consumer using the latest, most engaging communications.”
“Demonstrating proven excellence in both offline and online media strategy, Carat was selected as the strongest media agency in Australia to partner with the group.”
And went on to highlight factors such as Carat’s strong returns on investment and experience in both local and global markets as the reasons why they were selected.
“The fragmentation of media through multi-screens, social media and digital, the implementation of ROI on media investment will become critical; thus, L’Oreal Australia looks forward to a strong and successful future with Carat.”
L’Oreal’s advertising
The cosmetic giant halved its advertising spending across all media from AU$60m in 2010 to around AU $30m in 2012, according to an article by adnews.com.
Reasons cited for the cosmetic giant’s lack of focus include “internal issues” concerning trading terms and retailers squeezing margins for its products.
According to the publication at the time, media commentators believed that the cosmetics company might take years to recover from the cuts, which included highly popular brands like Maybelline and Garnier.
The increased budget and new focus for 2014 therefore represents an important step forward for L’Oreal in delivering a fresh strategy for the future.