Branding

My initial reaction to the first television advertisement sparked my interest in following this campaign in particular for three weeks. I was amazed by the  execution and delivery of the overall commercial, and how well L'Oréal Paris integrated their communication messages and linked them to the Brand, using the newest face of the company (Gwen Stefani).

Here's a sneak peak of the new television advertisement...

As you can see, L'Oréal Paris has jumped on the element of linking their brand name to another person, such as Stefani who is well established, famous and conveniently renowned for rocking luscious red lipstick. In addition, the symbolic use of the colour 'red' and the miniature Eiffel Tower figure were also quite impressive tools to reference and distinguish the brand.

As each and every company is becoming more specialized, the need to differentiate brands' is vital to outclass the competition; and  in my opinion, L'Oréal Paris has without a doubt successfully achieved that distinguishing feature by creating a brand alliance with a celebrity, and utilizing the personal characteristics of Gwen Stefani (her red lips) to reinforce and augment both the product and brand's attributes.

Resources:

http://www.youtube.com/watch?v=IVWLL7qoZr4

http://www.marketingprofs.com/articles/2004/1320/strengthening-your-brand-through-affiliations#ixzz1UU9h3ZTi
http://www.lorealparis.com.au