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Larry B. | President & Chief Executive Officer | IL | ||||||||||||
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Patti G. | Director, Operations & Human Resources | IL |
WinmoEdge
Female Gen-Z Opps: Lancome launches campaign with new brand ambassador (Score 64)
- The brand teamed up with 21-year-old American YouTuber Emma Chamberlain, who will feature in a four-episode YouTube web series and social media ads across Instagram and TikTok.
- She will continue showing up in Lancome's digital content and campaigns throughout 2023-2024.
- In the past, the brand has worked with actors from Julia Roberts to Lupita Nyong'o to Penelope Cruz.
- Lancome will reportedly reveal two other new brand ambassadors in February 2023.
- The brand has also started ramping up partnerships with other companies; for example, it recently launched a new collection made via a collaboration with NTWRK.
- The brand will likely:
- Pursue additional brand ambassador and brand partnership opportunities
- Continue increasing national TV spend
- Return to heavier digital ad spend
- Conduct agency reviews
- Target demographic:
- Gen-Z women
Additional spending insights:
- Broadcast insights (TV ad creative spend)
- 2021-2022 spend: View recent national TV spend for Lancome's skincare and fragrance lines here.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, Lancome spent roughly $8.7m on digital ads, less than a third of the roughly $30.7m spent in 2021.
- 2022 data: The brand earned approximately 1.1b digital impressions last year via Facebook (44%), Instagram (42%), desktop video (10%), Twitter (2%), and desktop display (2%) ads.
- Additional channel insights
- The brand utilizes print, OOH, and local broadcast.
- It holds planning conversations in Q1 and buying conversations in Q4.
Additional agency insights:
- Opportunity: Contact soon to see if parent company is in search of brand-specific creative, PR, and/or social media management services for Lancome.
- We haven't yet heard of any roster shifts following the recent appointments of chief digital and marketing officer Han Wen in last month.
- Current agency roster:
- Omnicom Media Group: Media AOR
- : Digital agency partner
- : Digital agency partner
- View L'Oreal's full roster here.
Insight Sources: Broadcast insights estimated by .