Female Gen-Z Opps: L'Oreal taps new chief marketing, digital officer (Score 57)

L'Oreal named Han Wen as chief digital and marketing officer, effective immediately. She now handles the company's digital transformation via a focus on consumer insights and intelligence, digital go-to-market strategies, marketing innovation and media planning and buying. She will also lead the creation of a center of excellence in content and digital services. Before her most recent position as global CDO for the L'Oreal Paris brand, Wen had spent around two years at LVMH. She succeeds Marc Toulemonde, who became L'Oreal's chief digital and marketing officer in November 2020. Toulemonde has not yet announced his next steps.

View iSpot's approximations of recent TV spending for top brands here.

So far this year, Pathmatics reports L'Oreal has spent roughly $79.5m on digital ads, down only slightly (<1%) from the roughly $79.8m it had spent by this point last year. The company's estimated full-year 2021 spend reached $291.1m, about double the roughly $148.9m it spent in 2020. L'Oreal has earned ~8.3b digital impressions YTD via Instagram (39%), desktop video (29%), Facebook (27%), desktop display (3%), Twitter (1%) and mobile display (1%) ads. Most (96%) of this year's desktop video ads have been placed site direct onto youtube.com; additional site destinations include Twitch (3%).

L'Oreal primarily targets Gen-Z women via paid social, YouTube and podcast ads, so sellers should contact soon to offer high-ROI strategies among this audience. Kantar data reports the company also invests in OOH, radio, print and local broadcast.

Agency & martech readers - As you know, CMO hires are the top triggers of agency reviews. Thus, I suggest getting on Wen's radar sooner rather than later. L'Oreal's current roster includes media AOR Wavemaker NY, creative AOR Gotham and PR AOR Coyne.