Magazine article Marketing

L'Oreal Unveils Pounds 20m Online CRM Campaign

Magazine article Marketing

L'Oreal Unveils Pounds 20m Online CRM Campaign

Article excerpt

L'Oreal has launched its first CRM programme, as it looks to forge stronger relationships with consumers by offering them exclusive rewards.

The L'Oreal Insider scheme encourages consumers to open an online account for access to offers of free samples, reviews, expert advice and money-off vouchers for its products.

The cosmetics brand hired digital agency Gyro in May to create the scheme and is understood to have invested pounds 20m in the project.

Visitors to the L'Oreal Insider site must register their details to join and are encouraged to do so with the line 'The more you tell us, the more you'll be rewarded'.

Users can also merge their Facebook account with the Insider scheme, to enable them to share promotions and content with their friends on the social network.

It also allows 'insiders' to enter competitions, with the chance to win prizes such as a pampering weekend and a Feria hair-product 'goody bag'.

Although the site is aimed at women, L'Oreal has devised a similar scheme for its Men Expert product range. …

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