Lancôme uses SMS to reach new target

Montreal-based Lancôme, a division of L'Oréal Canada, has launched a national mobile marketing campaign to reach younger consumers in large urban centres. The beauty products brand is working with indoor advertising and event marketing specialist NewAd and tech connectivity supplier Lipso, both of Montreal, to integrate mobile messaging into its marketing strategy and launch its new line of eye makeup, Color Design. Consumers are asked to text message to a specific short code and get a dedicated 1-800 call centre number to book an eye makeup design appointment, at select The Bay counters in Montreal, Ottawa, Toronto, Calgary and Vancouver. Geared at 18-35s, respondents also receive a full-size Color Design eye shadow worth $19.

Ron Duerksen, group manager, Lancôme Makeup, says the company wanted to reach consumers in a way that's useful and easy for them and, he notes: 'We want to have a fun aspect to the brand.' There is also a team of young women who hand out postcards in office towers near The Bay stores to drive traffic. Duerksen describes it as 'people-to-people marketing.' An indoor advertising campaign in NewAd's Resto-Bar network supports the mobile messaging campaign by inviting people to text message COLOR (for English) or DESIGN (for French) to get the same beauty counter treat. Says Duerksen: 'We wanted to reach the young consumer in their environment.' Since the promotion is still underway, Duerksen says it's too early to reveal results.

Montreal-based Lancôme, a division of L’Oréal Canada, has launched a national mobile marketing campaign to reach younger consumers in large urban centres. The beauty products brand is working with indoor advertising and event marketing specialist NewAd and tech connectivity supplier Lipso, both of Montreal, to integrate mobile messaging into its marketing strategy and launch its new line of eye makeup, Color Design. Consumers are asked to text message to a specific short code and get a dedicated 1-800 call centre number to book an eye makeup design appointment, at select The Bay counters in Montreal, Ottawa, Toronto, Calgary and Vancouver. Geared at 18-35s, respondents also receive a full-size Color Design eye shadow worth $19.

Ron Duerksen, group manager, Lancôme Makeup, says the company wanted to reach consumers in a way that’s useful and easy for them and, he notes: ‘We want to have a fun aspect to the brand.’ There is also a team of young women who hand out postcards in office towers near The Bay stores to drive traffic. Duerksen describes it as ‘people-to-people marketing.’ An indoor advertising campaign in NewAd’s Resto-Bar network supports the mobile messaging campaign by inviting people to text message COLOR (for English) or DESIGN (for French) to get the same beauty counter treat. Says Duerksen: ‘We wanted to reach the young consumer in their environment.’ Since the promotion is still underway, Duerksen says it’s too early to reveal results.