L'Oreal looking to target baby boomers in newest marketing approach using mobile app; consumers can scan L'Oreal products to get information, consumer reviews, friend recommendations, as well as add products to a shopping list

Michelle Rivera

LOS ANGELES , November 25, 2011 (Industry Intelligence) – L’Oreal SA is working to target baby boomers with its newest marketing approach that will enable consumers to scan L’Oreal products to get information, consumer reviews and friend recommendations, as well as add products to a shopping list via a mobile application, reported Experian QAS on Nov. 24.

The cosmetics company believes the baby boomers will be keen to make the most use of the Instant Beauty app during their free time, according to Marketing Week, Experian reported.

"If we can give them the information in their hand it simplifies their life, it saves them time,” said Georges-Edouard Dias, L'Oreal's Senior Vice-President of digital business, at the Forrester Marketing & Strategy Forum Europe, Middle East and Africa 2011, adding that leisure time is a “luxury” the company hopes to capitalize on.

The primary source of this article is Experian QAS, London, England, on Nov. 24, 2011.

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