L’OREAL’S IPAD ENTREE: L’Oréal Paris is launching the first beauty mobile advertising service for iPad later this month. The new ad platform, called iAd by Apple, looks to reach millions of iPad users, as well as iPhone and iPod Touch users, while in their favorite apps.
The iAd will ask consumers several interactive hair and skin questions, ultimately yielding recommendations for customized lip shades based on their selections. Footage from spokeswoman Gwen Stefani’s Infallible Le Rouge TV ad campaign will appear in the iAd, as well as spring lip trends and how-to’s.
In May, Lancôme and Maybelline both launched iAds for iPhone and iPod Touch and “have seen universally strong consumer response to their campaigns,” stated L’Oréal USA. Lancôme’s iAd showcased a Trésor video and a feature that allowed users to personalize Mother’s Day messages and send digital bouquets.
“The iAd has been a great success with video views quadrupling in its second week, average user engagement times of over one minute, and an overall tap-through rate of 0.67 percent,” stated L’Oréal.
Maybelline’s iAd aims to help consumers find their perfect shade, while also featuring exclusive behind- the-scenes footage of models getting makeup-ready for a photo shoot. The Maybelline iAd had an average user engagement time of 1 minute, 8 seconds and a TTR of 0.69 percent, stated L’Oréal.
Marc Speichert, chief marketing officer, L’Oréal USA, said, “Now with iAd, our customers can further engage with all of our brand benefits interactively on iPad’s stunning display, allowing us to continue our legacy of using groundbreaking media to create new ways for consumers to interact with our brands.”