Integrated Marketing Communication for L'Oreal Paris Baby Wipes

This report provides an in-depth analysis of L'Oreal Paris's integrated marketing communication (IMC) strategies, specifically focusing on the launch of their organic baby wipes. The report begins with an introduction to L'Oreal Paris and its product lines, highlighting its global presence and commitment to innovation. It then delves into the concept of marketing communication channels, exploring how L'Oreal Paris utilizes personal selling, social media, and advertising to achieve its communication objectives. These objectives include portraying a positive brand image, spreading awareness, increasing profitability, and targeting new customers, particularly mothers. The report justifies the chosen marketing channels, emphasizing the effectiveness of advertising, direct marketing, events, and sales promotions. A detailed communication plan is presented, outlining both traditional and non-traditional channels. Finally, the report evaluates the effectiveness of the communication strategy, considering channel choices and creative content, and concludes with a summary of key findings and recommendations for future marketing efforts.

INTEGRATED MARKETING COMMUNICATION 0
L’Oreal Paris

INTEGRATED MARKETING COMMUNICATION 1
Contents
Introduction....................................................................................................................2
Lo-1 Marketing Communication Channel....................................................................2
LO-2 Communication objective of Organic Baby wipes of L’Oreal............................5
LO-3 Justification.......................................................................................................7
LO-4 Communication Plan............................................................................................9
Traditional channel...................................................................................................10
Non-traditional channels..........................................................................................11
LO-5 Evaluation...........................................................................................................12
Communication strategy...........................................................................................12
Channel Choice........................................................................................................12
Creative content........................................................................................................13
Conclusion....................................................................................................................14
Referenes......................................................................................................................15

INTEGRATED MARKETING COMMUNICATION 2
Introduction
L’Oreal Paris is a cosmetic company. Its headquarter in Clichy and registered office in Paris.
It manufactures beauty products such as shampoos, skin care products, sun protection, make-
up, hair colors, perfumes and others. L’Oreal produces a large quantity of cosmetic products
in the world. It currently manufactures 1000 individual products and 500 brands in the sector
of beauty and fragrances. The company came with a new development of hair dye by a young
chemist Eugene Schueller in 1909. It is a multinational company having 28.219 billion assets
at the end of 2013. In the United States, it is also registered as the highest cadre
nanotechnology patent. L’Oreal is the true beauty care brand in many international famous
brands. The company launched hair color in 1973 with the advertising campaign. The main
motto of the company is to help every woman by embracing her unique beauty. L’Oreal Paris
has an unmatched technology, innovation, and research. In 1920, the company employed 3
chemists but now it has 20000 chemists in the company. It was started with the hair color but
after the great success, it introduced the skin care and beauty products. The company have
wide range of distribution channels for selling products. The company has six international
research and development center (Successstory, 2018).
Now, L’Oreal Paris introduces new organic baby wipes for babies skin. With the help of
marketing communication channel, L’Oreal Paris promotes their new product ‘Organic baby
wipes’. L’Oreal Paris use the marketing communication channels to attain the communication
objective of baby wipes. For increasing sale, the company make communication plan by
evaluating them (Chitty, et al., 2011).

INTEGRATED MARKETING COMMUNICATION 3
Lo-1 Marketing Communication Channel
Marketing Communication Channel is a source from which the company provide information
of product and services to the consumer for increasing sale. Market Communication has
different channels to communicate with the desired market or general market. Direct
marketing, personal selling, advertising, social media are the examples of marketing
communication channels. L’Oreal Paris uses the social media, advertising, and sales
promotion for communication (Daymon, and Holloway, 2010).
(Source: Bilal, 2016)
Role of Marketing channels in communication objective
Marketing Communication Channels help L’Oreal Paris to achieve the communication
objective of the company.
Communication objective
The objective of promotion and advertising campaign are stated as communication objective.
L’Oreal communication objective is to launch the new product in the market, to increase the

INTEGRATED MARKETING COMMUNICATION 4
brand awareness, increase sales and to create the brand image (Wakolbinger, Stummer, and
Günther, 2013).
Market Communication channel helps in acheiveing cummunication objective
Personal selling
Salesman tries to convince the customer for buying a product. It is also known as face-to-face
selling. Salesperson uses his skills and abilities to make or increase the sale. It is a
promotional method to increase the sale by convincing the people (Crawford, 2008). With the
help of personal selling, the company can launch new product and make the sale of their
product. It also makes the long-term relationship with the customer by face to face meetings
(Kitchen, and Burgmann, 2010).
Value and resources
L’Oreal interacting with the customer on a daily basis which allow the salespeople to tell
customer about their company products repeatedly. Due to this, customers have the
knowledge of their products. L’Oreal using personal selling to give the personal attention to
the customer. This gives an opportunity to L’Oreal to understand the customer needs and
types of customer. By understanding the customer needs the company launched baby wipes
in the market as per the parent's demand. Personal selling helps the L’Oreal by passing their
technical data or product information to the customers for their new product of baby wipes.
L’Oreal Paris makes the new product by analyzing the customer needs and it also increases
the market sale of the product. By making a long-term relationship with the customer it
increase the brand loyalty and customers.
Example

INTEGRATED MARKETING COMMUNICATION 5
On the basis of regular meetings with customer, L’Oreal launch baby wipes as per the
customer requirements. It satisfy the customer needs and also increase the L’Oreal demand.
1qSocial Media
Social media is a source to interact with people in which they create and share the ideas in
communities and networks. Social media provides a free platform to interact with the
community. L’Oreal Paris shares the information about their products on the social sites such
as Facebook, Insta, and others. It can promote their baby wipes with the help of social media
by uploading information on these social channels (Hutter, Hautz, Dennhardt, and Füller,
2013).
Value-added and resources
L’Oreal using advertising campaign for increasing leadership in the cosmetic industry. Sitting
in a corner, L’Oreal expands their business internationally by uploading pictures on social
media applications like facebook, Insta, and others. It promotes the product in millions of
people around the world.
Example
L’Oreal Paris increases their leadership in the market. It produces the largest quantity of
beauty products in the world. L’Oreal Paris promotes their baby wipes by uploading pictures
on Insta or facebook.
Advertising
It is a public communication because it communicate to a large number of people within a
single advertisement. The same communication is going to many people to aware them for
their product. People understand their motives for buying the products. Advertisement helps

INTEGRATED MARKETING COMMUNICATION 6
the L’Oreal Paris to promote the baby wipes and aware about the product. L’Oreal Paris uses
the newspaper, television, banners, and magazines for promoting the products in the market.
Value and resources
Advertisement increases the brand awareness and also it helps the L’Oreal to enter into the
baby product market. L’Oreal enters into the market by using television advertisement. It
increases the sales of the company by promoting the products by using television. It helps to
achieve the communication objective by promotiong or awaring new product.
Example
L’Oreal Paris advertise the baby wipes on television. It promotes the baby wipes with the
help of banners or posters. L’Oreal Paris publishes their product details in magazines to
increase the brand awareness or for launching the new product. L’Oreal introduces baby
wipes by pasting posters or banners.
LO-2 Communication objective of Organic Baby wipes of L’Oreal
Potraying New Product’s image
For launching the new product, it is essential to portray the good image in a large number of
people (Wheelwright, 2010). A good brand image can make the decision process easier for
the customer and also promote the product for repeat purchases. With the help of marketing
communication channel, the company can make the good image of organic baby wipes in the
new market. L’Oreal Paris provide the details to customer with the help of digital marketing.
If the company create the promised image of the brand then it increases the sales of the
product as well as revenue (Ghodeswar, 2008).
Spreading Awareness

INTEGRATED MARKETING COMMUNICATION 7
With the help of the marketing channel, L’Oreal Paris can create the awareness of the product
in the market. L’Oreal Paris can tell the features of the product to create the awareness in the
market. By spreading awareness of organic baby wipes it increases the sales of the company
and as well as the brand image (Keller, 2009). By spreading the awareness of baby wipes, it
increases the customer loyalty from which sales of the company increases. L’Oreal Paris
aware the product from which it keeps the brand in the top of mind in customer. Top choice
of the product of the company build the brand equity and grab the market in a large area
(Homburg, Klarmann, and Schmitt, 2010)
Increase profit
Increasing profit of the company means high prices and low cost of the company. The
company increases the profit by investing less in the cost and earn more revenue by selling at
higher prices. The company can manage their cost by changing the operation method or by
developing the technical methods. L’Oreal Paris can increase their profit by selling the new
product at high profit margin. For increasing sale, the company has to eliminate the costly
services and activities. Due to costly services, the company suffers loss from the lack of
customer satisfaction. The company has to manage their cost by investing less in their
unnecessary activities. L’Oreal should adopt the creative ways to improve the cost of
advertisement and promotions to make or increasing the sale of organic baby wipes
(Ailawadi, et al., 2009).
Target new customers
The company can target a new customer with the help of a marketing communication
channel. The company can target the new product by launching the new product in the
market. L’Oreal Prais always target females because of beauty products but now it launched
the baby product. For baby wipes, L’Oreal can target mothers and families. By targeting new

INTEGRATED MARKETING COMMUNICATION 8
consumer, the company can expand their business in the market and also increase the sale.
L’Oreal Paris targeting the mothers as new consumers. Wants satisfaction to build the brand
loyalty in the large audience which increases the goodwill of the company (Hoyer, Chandy,
Dorotic, Krafft, and Singh, 2010).
LO-3 Justification
Market channel used for L’Oreal Paris organic Baby wipes
L’oreal Paris adopts advertising, direct marketing, sales promotion and events or experiences
for acheiveing the communication objective of baby wipes.
Advertising
L’Oreal Paris is a famous brand of beauty products. The company can easily introduce the
baby products but now company introduces the baby product. Therefore, L’Oreal has to
advertise more for making the sale of organic baby wipes. The advertisement is less
expensive compared to the other sources. With the smaller amount of money, advertisement
reaches in many peoples. The company can change the customer buying habits with the help
of advertisement. Advertise can help the company to tackle the customers buying habits.
Wholesaler charge higher amount to the needy retailer, therefore, the retailer also charge the
higher amount to the consumer that break the consumers and sale of the product. It increases
the brand awareness as well as control the product price by announcing the prices by the
advertisement. It increases the net profit by increasing the sales volume of baby wipes (Dyer,
2008).
Direct marketing

INTEGRATED MARKETING COMMUNICATION 9
Direct marketing helps the L’Oreal Paris to achieve the communication objective of the baby
wipes. Direct marketing gives the opportunity to L’Oreal Paris to promote the organic baby
wipes directly to the customer. It builds the relationship with the customers by direct
interacting through smartphones, emails and other tools. L’Oreal Paris targets the mothers
and family for organic baby wipes, therefore, the company sells their product in the target
market. Direct marketing is targeted the specific audiences to realistic sales goals and
improve sales. L’Oreal Prais promote the baby wipes directly in targeted market and build the
strong relationship with the customer loyalty (Palmer, and Koenig-Lewis, 2009).
Events and experiences
Event and Experimental is marketing strategies for making the brand image in the market.
For spreading awareness, L’Oreal Prais organize the events in the market for portraying the
brand image. In events, company tell the features of baby wipes and increase the sale.
L’Oreal Paris distributes the samples to consumers for experience the baby wipes. The
company launch organic baby wipes which are natural and good for the baby skin. By
distributing sample and experience, brand image is increased and sale is also increasing.
Good experimental marketing events develop the interest and attract media, influencers, and
others. These events help theL’Oreal Paris to convey their values and mission. These are
good support for make sale of baby wipes.
Sales Promotion
Sales promotion use media and non-media for the promotion of the product. L’Oreal Paris
uses this channel for promoting the organic baby wipes in millions of people. Within a
limited time product can easily promote. There are many ways to promote the baby wipes
with the help of media and nonmedia. Nowadays, consumer use of youtube and other media

INTEGRATED MARKETING COMMUNICATION 10
application (Cummins, and Mullin, 2010). Digital marketing is the best example to promote
the baby wipes. With the help of newspaper and magazines L’Oreal Prais promote the
product for making the product image in the market. By introducing the new product at
reasonable prices attract the customer for the product. Good promotion gaining the brand
image of L’Oreal Paris baby wipes. It encourages the continuous sale because of the unique
quality of the product (Leiss, Kline, Jhally, and Botterill, 2013).
L’oreal Paris makes the product image by spreading awareness and increase sale with the
help of this marketing communication channel.
LO-4 Communication Plan
L’Oreal Paris introduces the new product in the market by targeting the families or mothers.
L’Oreal Paris makes a plan to attain the communication objective of organic baby wipes. To
attain the communication objective, L’Oreal Paris makes the communication channel plan to
achieve the objective of the new product. There are two types of channels these are traditional
or non-traditional channels (Winer, 2009).
Traditional channel
Television
Television is the source to interact with the customer by advertising the product. L’Oreal
Paris can advertise to promote the organic baby wipes in millions of people. L’Oreal is the
traditional communication channel. Attractive advertisement attracts the millions of people
for the product. By advertising the product on series, movies or cartoon network channels
attract the target customers. For mothers, it advertises the product on the home shop channels.
The message by the television reach to million people with a short period of time. It allows

INTEGRATED MARKETING COMMUNICATION 11
the L’Oreal Paris to convey their message with the sound, motion, and sight which give the
product or services (Gillan, 2010).
Radio
Radio is also a source to advertise the product in the millions of people. L’Oreal Paris spot
the radio industry to promote their baby wipes. Radio advertising specially targeted the old
age people. L’Oreal Paris focuses on famous channels like music channels, or comedy
channels for promoting the organic baby wipes.
Newspaper
The newspaper is a way to advertise the product by writing creative content on a front page.
Therefore, everyone can easily see the advertisement. Millions of people attract from the
good advertisement or creative content. The newspaper is the cheaper source which anybody
can afford. Newspaper advertisement can reach to any geographical areas. It is the more
flexible source for promoting the baby wipes in the market.
Non-traditional channels
Social Media
Social media is the power source to communicate with the customers. Baby wipes can easily
promote by social media. There are many applications for promoting the products in the
market such as Insta, Facebook, and others. Everyone has the social account on these social
media. By uploading the pictures with features on these sites are the best way to reach the
millions of people. By liking or sharing the pictures on these sites are more promoting the
baby wipes (Gurău, 2008)
Display Promotions

INTEGRATED MARKETING COMMUNICATION 12
Display promotions are the way to promote the product with the help of a third party or other
application. In this type of marketing, business rewarded to the third party on each visitor or
customer brought the product through the efforts of the third party. L’Oreal advertises the
product on the market with the help of other parties or applications (Edelman, and Brandi,
2015). L’Oreal advertises the baby wipes on YouTube. If any customer visits the
advertisement then YouTube is rewarded by the L’Oreal. Attractive advertisement attracts
more consumers by sharing the link with other people (Stone, and Woodcock, 2014).
Email marketing
L’Oreal Paris promotes the product the by personal emails to a large number of people. Email
marketing is the way of sending a commercial message to a group of people who are using
email. It usually involves email to send an advertisement, features of the new products or any
update related to the company. It promotes the baby wipes in the group of people (Mullen,
and Daniels, 2011).
Smart goals Specific
 Mothers and Families
 Advertisement, sales promotion,
direct marketing and event or
experience.
Measurable
 Email marketing
 Affilated marketing
Attainable
 Creative content
 Unique quaility
Relevant
 Newspaper advertising
 Social media
 Television advertising
Time realated
 Mothers targeting by homeshop
channels on television.
 Get feedback by diect marketing.
 Medium of interaction of face to
face communication.

INTEGRATED MARKETING COMMUNICATION 13
LO-5 Evaluation
Communication strategy
Newspaper advertisement targeting all age people. Newspaper reach in every area even in
rural areas. It is a cheaper source of information, therefore, anyone can afford it. L’Oreal
Paris takes the advantage of newspaper advertising. Creative content of the baby wipes attract
the consumers more for buying the product. Each visitor who visits the newspaper
advertisement is beneficial for L’Oreal. Newspaper advertisement consumes less cost of
promoting the product. Therefore, it is beneficial for L’Oreal Paris (Baker, and Hart, 2008).
Radio advertisement targeting the old age people but in today’s world young people also use
radio especially music channels or comedy channels. L’Oreal can advertise the baby wipes at
the time of music, comedy or cookery shows on radio (Teece, 2010).
Social media target the youth for promoting the baby wipes. L’Oreal Paris can make the page
on these sites and post their baby wipes pictures on these sites. For social media
advertisement, the company has to invest less. The page is created according to the targeting
people (Percy, 2008).
Channel Choice
Advertisement, sales promotion, direct marketing and event or experiences are the channels
for promoting baby wipes. Advertise the baby wipes with the help of newspaper, radio and

INTEGRATED MARKETING COMMUNICATION 14
another tool. Today’s world everyone has an account on social sites that can easily promote
the baby wipes. L’Oreal Paris promotes the baby wipes by events or experiences. L’Oreal
distributes the samples of baby wipes to mothers for experiences the wipes. Organic wipes
are made with natural ingredients which attract the old age people.
Creative content
L’Oreal Paris introduces the new product which is made from organic ingredients. L’Oreal
produces the product for babies skin that is organic baby wipes. Creative content develope
the need of customer for the product. For advertising, the baby wipes L’Oreal Paris use
creative content in newspapers, magazines and other promoting sources. L’Oreal Paris uses
creative pictures for attracting the women’s those are the target customer of baby wipes.

INTEGRATED MARKETING COMMUNICATION 15
Conclusion
L’Oreal Paris is a total beauty brand. It produces the world largest quantity of beauty product
but now it introduces their new product which is organic baby wipes. With the help of
marketing communication channel, it promotes the baby wipes. It design the communication
objective for baby wipes and with the help of a marketing communication channel it achieves
those objectives. Justification for selecting the marketing communication channel are also
reported in this report. L’Oreal Paris organizes the events or direct marketing to promote the
product in the market. L’Oreal Prais make communication plan by evaluating the
communication strategy, channels, and creative content.

INTEGRATED MARKETING COMMUNICATION 16
Referenes
Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K. and Shankar, V. (2009)
Communication and promotion decisions in retailing: a review and directions for future
research. Journal of retailing, 85(1), pp. 42-55.
Baker, M., and Hart, S. (2008) The marketing book. Oxon: Routledge.
Bilal, M. (2016) What is IMC – Integrated Marketing Communication?. [online] Available
from: https://sitesmatrix.com/blog/imc-integrated-marketing-communication/ [Accessed
9/07/18].
Chitty, W., Barker, N., Valos, M., and Shimp, T. A. (2011) Integrated marketing
communications. US: Cengage Learning.
Crawford, C. M. (2008) New products management. US: Tata McGraw-Hill Education.
Cummins, J. and Mullin, R. (2010) Sales promotion: How to create, implement and integrate
campaigns that really work. UK: Kogan Page Publishers.
Daymon, C., and Holloway, I. (2010) Qualitative research methods in public relations and
marketing communications. Oxon: Routledge.
Dyer, G. (2008) Advertising as communication. Oxon: Routledge.
Edelman, B. and Brandi, W. (2015) Risk, information, and incentives in online affiliate
marketing. Journal of Marketing Research, 52(1), pp. 1-12.
Ghodeswar, B. M. (2008) Building brand identity in competitive markets: a conceptual
model. Journal of product & brand management, 17(1), pp. 4-12.

INTEGRATED MARKETING COMMUNICATION 17
Gillan, J. (2010) Television and new media: Must-click TV. Oxon: Routledge.
Gurău, C. (2008) Integrated online marketing communication: implementation and
management. Journal of communication management, 12(2), pp. 169-184.
Homburg, C., Klarmann, M., and Schmitt, J. (2010) Brand awareness in business markets:
When is it related to firm performance?. International Journal of Research in Marketing,
27(3), pp. 201-212.
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M. and Singh, S. S. (2010) Consumer
cocreation in new product development. Journal of service research, 13(3), pp. 283-296.
Hutter, K., Hautz, J., Dennhardt, S., and Füller, J. (2013) The impact of user interactions in
social media on brand awareness and purchase intention: the case of MINI on Facebook.
Journal of Product & Brand Management, 22(56), pp. 342-351.
Keller, K. L. (2009) Building strong brands in a modern marketing communications
environment. Journal of marketing communications, 15(2-3), pp. 139-155.
Kitchen, P. J. and Burgmann, I. (2010) Integrated marketing communication. [online]
Available from: https://onlinelibrary.wiley.com/doi/abs/10.1002/9781444316568.wiem04001
[Accessed 8/07/18].
Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2013) Social communication in advertising:
Consumption in the mediated marketplace. Oxon: Routledge.
Mullen, J. and Daniels, D. (2011) Email marketing: an hour a day. US: John Wiley & Sons.
Palmer, A., and Koenig-Lewis, N. (2009) An experiential, social network-based approach to
direct marketing. Direct Marketing: An International Journal, 3(3), pp. 162-176.

INTEGRATED MARKETING COMMUNICATION 18
Percy, L. (2008) Strategic integrated marketing communications. Oxon: Routledge.
Stone, M. D. and Woodcock, N. D. (2014) Interactive, direct and digital marketing: A future
that depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp. 4-17.
Successstory. (2018) LOréal Successstory. [online] Available from:
https://successstory.com/companies/l-oreal [Accessed 9/07/18].
Teece, D. J. (2010) Business models, business strategy and innovation. Long range planning,
43(2-3), pp. 172-194.
Wakolbinger, L. M., Stummer, C. and Günther, M. (2013) Market introduction and diffusion
of new products: recent developments in agent-based modeling. International Journal of
Innovation and Technology Management, 10(5), p. 1340015.
Wheelwright, S. C. (2010) Managing new product and process development: text cases. New
York: Simon and Schuster.
Winer, R. S. (2009) New communications approaches in marketing: Issues and research
directions. Journal of interactive marketing, 23(2), pp. 108-117.