Female Gen-Z Opps: Lancome promotes top marketer amid surge in spend (Score 50)

Lancoming! (Incoming? Anyone?) Effective March 2021, L'Oreal appointed Anncy Rowe to the top marketing role, that of marketing SVP, for the US business of its Lancome products. Rowe joined the company in 2014 and most recently served as the marketing SVP of its IT cosmetics business. She replaces Vérane de Marffy, Lancome's former marketing SVP of two years, who switched to lead other brands, also effective March 2021.

This hire shows that L'Oreal is particularly focused on Lancome advertising, which will result in an upward tick in spend.

So far this year, Pathmatics reports the brand has spent approximately $2.9m on digital ads, more than triple the approximately $858.2k it spent within the same 2020 timeframe. Lancome's estimated full-year 2020 spend also more than tripled to $13.8 from that of $4.3m in 2019. It has earned around 347.2m digital impressions YTD via YouTube (40%), Instagram (32%), Facebook (21%), desktop display (7%) and mobile display (1%) ads. 

Demand for cosmetic goods such as those Lancome offers surged during the global pandemic; stuck at home, many consumers spent time experimenting with new makeup looks. Lancome's other products are popular too since those such as skin care and perfume remained relatively essential. Judging by the brand's significant increase in digital spend and reliance on YouTube, Instagram and Facebook advertising, its traditionally female target demographic currently skews strongly toward Gen-Z. I've also seen Lancome ads on OTT channels such as Hulu. According to Kantar data, the brand also utilizes print (magazines) and local broadcast. Lancome holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - L'Oreal certainly may seek brand-specific agency partners for Lancome; it certainly wouldn't hurt to reach out. The company currently works with media AOR Wavemaker, creative AOR Gotham and PR AOR Coyne.

Read our most recent update on parent company L'Oreal here.