By Natalie Mortimer

L’Oreal is shifting its ad strategy to focus on creating an emotional connection with its consumers instead of highlighting its products as the beauty brand promises to create an increasing amount of content-led advertising.

Speaking at Dmexco, L’Oreal’s CMO Europe, Blasco de Felice, said while the brand has historically focused on its products in advertising messages, it is now looking to create different types of communication.

“We are traditionally a company that has been focused on product and we know how to advertise great products,” he said.

“Emotions are there but less at the centre of that communication. What we are doing Read full story ›

Source: The Drum