“When you look across our family of brands,” explained Shenan Reed, svp/head of media at L'Oréal, “we have opportunities to talk to everybody who has skin.”
Prior to the COVID-19 pandemic, L'Oréal’s efforts to engage with consumers often revolved around larger-than-life events, such as being visible on the red carpets frequented by the glitterati, giving it a major presence in moments Reed called “broad, and exciting, and beautiful.”
Such high-profile gatherings “fit well with our brand strategies, and it was an opportunity to get in front of a wide set of customers.”
For the time being, however, those bright lights...