Bibliography

1. Arruda, William. Strengthening Your Brnad Through Affiliations. MarketingProfs. [Online] 9 November 2004. http://www.marketingprofs.com/articles/2004/1320/strengthening-your-brand-through-affiliations#ixzz1UU9h3ZTi.

2. Mahdy, Maha. Oversized Shades and Coffee. Blogger.com. [Online] 20 January 2011. http://shadesandcoffee.blogspot.com/2011/01/campaign-gwen-stefani-for-loreal.html.

3. Fashion Rollcall. [Online] 19 January 2011. http://fashionrollcall.com/tag/loreal/.

4. NEW L'Oréal Paris Infallible® Le Rouge. http://www.beautyalmanac.com. [Online] February 2011. http://www.beautyalmanac.com/article/NEW-L-Or-al-Paris-Infallible-Le-Rouge/173.

5. © 2011 L’Oréal Paris. L’Oréal Paris. [Online] 2011.

6. fashionfame. Gwen Stefani in L’Oreal Infallible Le Rouge Ad Campaign. Style Bistro. [Online] 11 February 2011. http://www.stylebistro.com/Fashion+Forum/articles/2wZn5d3hYTZ/Gwen+Stefani+L+Oreal+Infallible+Le+Rouge+Ad.

7. lamb83. More Behind-the-Scenes Footage of Gwen Stefani's L'Oreal Paris Campaign . YouTube. [Online] 31 January 2011. http://www.youtube.com/watch?v=JuDZiPJgTlg.

8. owiw. Gwen Stefani in L’Oreal Infallible Le Rouge Ad Campaign. Zimbio. [Online] 12 February 2011. http://www.zimbio.com/Beauty+Products+and+Tips/articles/s-Nvz1b3iA6/Gwen+Stefani+L+Oreal+Infallible+Le+Rouge+Ad.

To Conclude...

As all of these communication tools and techniques are successfully brought together, there is no doubt that L'Oréal Paris has nailed this campaign down to a tee. The popularity of this brand will persist to rise solely due to their continued dedication and commitment to technology, research and innovation.
 

L'Oréal Paris - 'Because You're Worth It!'

Communication Tools & Media Used (continued...)

In conjunction with the successful communication tools used in the print media to convey the message, the television commercial shown in previous posts, also has a similar execution in terms of theme and concept. The setting is predominately black & white in a large deluxe house, with Gwen Stefani the main focus in bright red outfits and wearing the Le Rouge Infallible Lipstick. Throughout the commercial voice over words such as "Bold", "hold", "Fancy", "Fine" and "Luxurious" are spoken by Stefani to clearly emphasize the qualities of the new lipstick, and also the image of the brand.
Still shots throughout the commercial also act as figurative references towards the brand by incorporating typical iconic symbols such as the Eiffel Tower, Crystal Gemstones, and cherries which all suggest luxury, glamour, fashion and of course Paris.
 

Another IMC tool that has been cleverly used is the background music of "hollaback girl" which is one of Gwen's most notorious  top singles. immediately after the commercial starts, the music plays and demands her presence.

Communication Tools & Media used (Continued...)

L'Oréal Paris continues to bring to life exciting new interactive experiences with it's innovative advertising and marketing campaigns. The company has very successfully established a world renowned brand with clever communication techniques, in which the Infalliable Le Rouge  campaign clearly exhibits.
As the hunt continued.... I also happened to come across a few additional print advertisements for the Infallible Le Rouge range with different L'Oréal ambassadors such as Jennifer Lopez, and Diane Kruger to mix up the campaign.   

I thought this especially, was a clever way of restating the company's values of their spokespeople, in order to retain their current customers and also to associate their newest addition Gwen Stefani to the ranks of all the other celebrity endorsers.

Communication Tools & Media Used

The second week has passed, and in terms of campaign exposure, i'd have to say I have predominately only seen Television commercials about the L’Oreal Infalliable Le Rouge 10 Hour Lipstick. In order to see what else is out there, I hunted down a few consumer magazines and came across the print advertisement featured below...

This striking print media clearly demonstrates creativity and impact while showcasing the product and adhering to the brand's reputation and image. At a first glance, this print advertisement presents Gwen Stefani completely covering the left hand side flaunting a black & white menswear inspired look, with dark red nail polish and her trademark sexy red lipstick. The expression on her face is filled with killer attitude, in a sexy, yet luxurious and classy manner. The stark comparison between the black and white monotones contrasted with the bright red lipstick, is a symbolic communication technique in itself that suggests straight away that the ad is about lipstick; and ironically, the red colour also has a subliminal association to Paris, immediately suggesting the brand is in fact L'Oréal Paris.
As the eyes transcend over to the right hand side of the page, we then are introduced to the picture of an actual lipstick (in real-life size might I add) and then up to the words "Le Rouge", again reiterating that Paris vibe with cultural jargon. The eyes then generally gaze down to see a small '10HR' figure followed by the phrase " Discover the hold of a longwear in the luxury of a lipstick."

 

All in all, the advertisement has successfully managed to grab and hold attention, convey the message intended of a Long wearing good quality lipstick, associate a celebrity role model to the L'Oréal Paris brand and align all communication techniques to display the luxury values of the brand itself.