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Female Gen-Z Opps: IT Cosmetics welcomes new marketer, significantly increases brand's digital spend

L'Oreal is focused more on advertising IT, which should result in a continuation of its recent surge in digital spend.

According to iSpot, IT hasn't used national TV since spending around $843.8k in Q1 2020 on commercials that targeted millennial and Gen-X women viewing shows such as NCIS: Los Angeles, Law & Order: Special Victims Unit, Forensic Files, Magnum, P.I. and Gunsmoke. It (ha) only allocated around $367.2k toward this channel in 2019, so its new marketing leader could lead IT to return to this channel.

So far this year, Pathmatics reports the brand has spent roughly $2.4m on digital ads, more than triple the roughly $745.4k it spent within the same 2020 timeframe. IT's estimated 2020 full-year spend rose by over 5x to $6.4m compared to that of $1.2m in 2019. The brand has earned ~351m digital impressions YTD via Instagram (55%), Facebook (39%), desktop video (4%), desktop display (2%) and mobile display (1%) ads.

This surge in digital spend and reliance on Instagram and Facebook advertising show just how much IT's leaders are currently focused on reaching Gen-Z women. To do so, the brand's new marketing head may lead it to expand into additional digital channels such as OTT and/or podcast. As I briefly mentioned, IT's ad spend should continue to rise due to the leadership shift.

Agency & martech readers - With a score of 66, L'Oreal is already vulnerable to review due to Coyne NY. Both L'Oreal and its agency partners are located in NY, so agencies in the state will have an upper hand.