Purpose of Promotions and Advertising

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Purpose of Promotions and Advertising

The purpose of promotion is to communicate directly with potential or
existing customers, in order to encourage them to buy the product and
recommend it to others. The promotional mix involves different forms
of promotions. There are:

* Personal selling

* Public Relations

* Sales promotion

* Direct Marketing

* Trade Fairs and Exhibitions

* Sponsorship

* Advertising

v Personal selling

It is a form of promotion which involves direct contact between the
Lancôme's sales representatives and prospective customers. Normally it
can be seen on the street or in centres.

Advantages

* It is easier to persuade customers to buy the product

* The selling person may know what the feeling/reaction of the
customers is

* It is clear to let customers know everything about the product
such as functions, where it made and background etc

Disadvantages

* If the selling person is not adroit in the conservation, customers
may be unhappy and go away

* Customers may not have time to listen to the selling person's
introduction of the product

v Public Relations

Public relations is all about publicising and promoting a positive
image of Lancôme organisation's achievements with a view to
influencing customers to buy products. Major retailers spend a great
deal on public relations to promote a responsible, caring and
high-quality image. Other companies carry out public relations to:

* Increasing understanding of the company, its scope and products

* Bring the company and its products to the attention of a wider
audience

* Generate more business and profits

v Sales promotion

A sales promotion is an attempt to communicate with our customers and

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encourage them to purchase or stock the product as well as to
recommend it to other people. Consumer promotions are used to
encourage potential consumers to try a product and, hopefully, to
purchase it again. These may involve free samples of the product,
discount coupons or voucher, free gifts, buy one get one free, etc.

Advantages

* It is easy to make more profits than other promotions

* Usually this is a good way to attract people to buy the products

* The expenditure on this promotion is not very much

Disadvantages

* Sometimes the sales promotion cannot attract customers to buy
because customers may not think that is necessary. For example
company may have '3 for 1' special offer, but for a customer,
he/she may think that 3 items are too much for her/him. Therefore
this sales promotion does not work on them.

* It does not work on the new product because customers may know
nothing about the product because it is new. Company must have
other promotions for the new product to make it is known by the
customers.

v Direct marketing

The place component of the marketing mix does not just comprise
decisions about location and distribution. There are a range of
techniques that would allow Lancôme to approach potential customers
directly. By using different styles of communication like the
telephone, post and the internet, the company can target potential
customers anywhere.

Advantages

* This is a direct way to tell customers about the information of
the company or a new product. Therefore it can help company
develop the relationship with existing customers/potential
customers

* This is a cheaper and less time-consuming way to promote

Disadvantages

* Customers may throw the mail away or deleting the text message
when they receive it because they think that is 'Junk Mail'

* This is more difficult to increase sales and make profits because
this is not a good way to attract people to buy the products.

v Trade fair and Exhibitions

It is an organised gathering of companies from different organisations
for the display and promotion of their goods and services. By doing
this Lancôme would attracts prospective customers.

Advantages

* This is a good way for all companies to promote their goods or
services, especially new one. Therefore customers will know more
about the background of the companies, their products and services
through the trade fairs.

* For customers, it is an excellent chance to have 'general
shopping'. They can find out more updated products and services.

Disadvantages

* There are too many competitors because trade fairs are for all
companies

* This is not a promotion by individual organisation. Therefore
everything of the promotion is not decided by a particular
organisation

v Sponsorship

It is the material support of an event, activity or organisation by an
unrelated donor. Lancôme can reinforce awareness among its target
market by sponsoring an event which attracts a similar target market.

Advantages

* This is a good way to increasing the image of the sponsor and
promotes the virtues of a specific of products.

* After raising the image of the organisation, it will help to make
it more popular, or even increase the sales and make more profits

* After this promotion is done, the benefits are more than other
promotions

Disadvantages

* This is not easy for the small businesses to be sponsors or
spondees

* If the sponsor can't make sure the event will be successful, they
may have risk of losing lots of money as well as the image of the
organisation

v Advertising

Advertising is an important part of an organisation's promotional
activities. It's the most effective tool and is used to inform,
persuade and publicise to remind customers about Lancôme products and
activities. Advertising is a mean of increasing sales. When a Lancôme
product is new on the market and nobody has ever heard of that
product, advertises are put up to show what the product is.

When a business wants to advertise they have to think about how to
advertise and what they need in order to advertise. Advertising cost a
lot of money so Lancôme have to carefully plan out how to advertise or
they will be spending too much money on advertisement and won't gain
anything from it.

There are several places in which businesses would want to advertise
their product. They could advertise in the newspaper, magazines,
television, radio, transports (buses, tube trains and taxis), etc.

Advantages

* Advertising can be seen anywhere, which means this is an easy way
for customers to know more 'news' about the company or products.

* A good advertising can let customers have a good impression,
especially new products.

Disadvantages

* A poor advertising can't let the customers have a good impression,
sometimes could be even worse

* The expenditure on advertising is too much. It is not guaranteed
to make profits if company can't provide a good advertising

Promotions and advertising analysis

Below-the-line


Figure 14: Below-the-line promotional activity

Brand

Promotion

Outlet

Rimmel Exaggerate Mascara

Free gentle eye make-up remover

Boots

Maybelline Sky High mascara

Save £1.50

Boots

Max Factor Crème Puff

Buy 2 Get free travel clock

Sainsbury's

Max Factor Finity Compact make-up

Buy 2 Get free travel clock

Sainsbury's

Max Factor Colour Adapt foundation

Buy 2 Get free travel clock

Sainsbury's

Boots No 7 Lash Extensions

3 for 2

Boots

Boots No 7 Endless Colour

3 for 2

Boots

Maybelline Forever Lip Colour

Save £1.50

Superdrug

Rimmel Extra Super Lash Mascara

Free Rimmel Mono eye shadow

Superdrug

Bourjois Very Vernis Nail Enamel

Buy 2 get 200 Advantage Card points

Boots

Boots 17 Nail Polish

Buy 2 for £5

Boots

Ruby & Millie Base Formula

3 for 2

Boots

Max Factor 2000 Calorie Mascara

Buy 2 for £10

Boots

Bourjois Rouge Connection Lipstick

Buy 2 Get 200 Advantage Card points

Boots

Rimmel Vinyl Lip Gloss

Save £1

Safeway

Boots No 7 Performance Lip Base

Spend £15 get 500 Advantage Card points

Boots


From above table I can see that promotions on make-up are run
regularly by the major retailers and take a variety of forms, ranging
from discounted prices to free product or unrelated free giveaways,
such as Max Factor's free travel clock promotion in Sainsbury's. Boots
frequently links promotions to its Advantage Card, offering free
points when a certain amount is spent on a brand. This helps the
retailer gather information about the purchaser and tie them into
buying from Boots.

Figure 12: Mainmonitored media advertising expenditure on make-up,
1999-2003

£m

Index

% of sales

1999

42.5

100

6.6

2000

42.0

99

6.2

2001

36.3

85

4.9

2002

45.2

106

5.8

2003

52.6

124

6.4


According to this figure, the main media expenditure on make-up rose
strongly in 2003 after dipping in 2001, partly due to P&G's decision
to withdraw Olay Colour from the market. At that time the advertising
to sales ratio fell and although it has recovered in 2003, it is still
below the level recorded in 1999, reflecting the growing dependence
make-up brands are placing on PR and other below-the-line activities.

Only the very largest companies can afford to support their brands
with advertising, such as L'Oréal, P&G and Coty, which use advertising
to build awareness and promote new product lines. The vast majority of
make-up brands rely heavily on PR and gaining valuable column inches
in all consumer titles, from the women's weeklies and monthly glossies
to weekend newspapers such as 'You' magazine in the Mail on Sunday and
'Style' in the Sunday Times. A product mention or recommendation can
result in a dramatic increase of sales and is considered by many
brands to be far more influential than above-the-line advertising.


Figure 13: Mainmonitored media advertising expenditure on make-up, by
brand, 1999-2003

£m

%

L'Oréal Paris

9.2

17.5

Max Factor

7.9

15.0

Rimmel

7.2

13.7

Maybelline

5.8

11.0

Estée Lauder

2.6

4.9

Lancôme

2.0

3.8

Sub-total

34.7

65.9

Others

17.9

34.1

Total

52.6

100.0

From the table which shown above I can see that L'Oréal is the main
advertiser within the make-up market, investing some £17 million
across its L'Oréal Paris, Maybelline and Lancôme brands. Advertising
is used primarily to build awareness for new products, such as
Maybelline Water Shine Lipstick (£1.1 million), L'Oréal Paris
Invincible Lipstick (£1.2 million) and Lancôme Adaptive foundation
(£0.5 million).

In 2003, Max Factor focused on advertising 'star' products in the
range, including Lipfinity (£1.6 million), Hypersmooth Foundation
(£0.9 million) and Lasting Foundation (£0.9 million). Rimmel was the
third most heavily supported brand and the only mass-market one to use
a well-known celebrity to endorse the range. Supermodel Kate Moss is
used to reinforce the English credentials of Rimmel as well as to
emphasize its glamorous.

Estée Lauder is the most heavily supported premium brand, but lags
some way behind its mass-market competitors. Together with Clinique,
Estée Lauder make-up brands received £4.6 million of investment.

Conclusions

From all the tables I find that although Lancôme have not spent a lot
of money on advertising as others, they still had some good
promotions. As a result of a quite good advertising Lancôme might
increase their sales and shares in the market since more people are
buying them as they have now aware Lancôme more through promotions and
advertising.

Government statistics & Target market

Government prepares statistics and the Central Statistical Office
(CSO) publishes both a monthly and annual analysis. This provides me
with information about the different markets.

Televisions

The advertisements are sold in spots and the daytime spots cost less
because there are little audiences. In the evening between 5.30p.m. to
10.30p.m, there is a much bigger audience because people have finished
work, school or whatever they are doing to relax and watch television.
And this would be the appropriate time for me to advertise Lancôme.

In the UK, ITV (including GMTV), channel 4 and channel 5 (1997), show
advertisements between programs and in intervals within the programs
themselves. Advertising time on TV is sold in 'spot' ranging from one
minute down to seven seconds. Daytime spots, when audiences are less,
it cost less than those in the 'peak time' - the evening when millions
of people may be watching Independent Television. Usually between
5.30p.m. to about 10.30 p.m. is peak viewing time when TV audiences
are largest. The ITV companies usually show the same programs, though
they may show different advertisements. TV advertising time in Britain
is sold on the 'spot' system. A 'spot' can last for a few seconds as
with many of the 'still' advertisements for local stops or for a
minute or even occasionally more. 'spot' are bunched into breaks which
may contain just one advertisement, though this is rare, or several.
Each of the program companies charge different rate, or prices, for
its spot time. It is not hard to see why. One company, Grampian
Television, serves only about 2,023,000 homes, but the London Region,
whose programs are provided by Charlton Television during the week and
by London Weekend Televisions at weekends, has about 5,491,000 homes -
2 and half times as many. A half-minute spot in mid-evening on a
weekday could cost £1,250 on Grampian Television whereas a similar
spot time cost on Carlton Television might be £23,000.

On a weekday evening when a very popular program is being shown on the
whole ITV network, as many as 20 million people may be watching. On
Sunday morning the audience may only be a few thousand. Round about
teatime during the week, a high proportion of the audience will be
teenagers and children. Earlier in the afternoon in term-time, most
viewers will be housewives, elderly people or shift workers. This
information allows me to select my audience. It allows me to advertise
to the correct audiences.

Radios

There are now over 240 commercial stations, licensed and regulated by
the Radio Authority, that pay for themselves by taking money from
advertising. There are now national, regional and local commercial
stations broadcasting. Commercial radio stations, unlike TV stations,
are no longer restricted to a limit on how much advertising they can
take per hour - however they normally stick to 9 minutes as viewers
tune elsewhere. They are sold on 'spot' basis. Peak audience time is
different, however, with radio at breakfast period and evening rush
hour has its largest audiences. From this I know that it's best if I
advertise my adverts in the morning and evening rush hours as this
will be the time when most people listening to radio.

Posters

Point of sale (POS) advertising includes posters for the shop window,
complete window displays for the advertiser's products, 'open' and
'closed' notices for the door with a product name on them, and the
various other small advertising items that you see in shops. These are
sometimes part of a short-term advertising campaign, but more often
they are used to keep an advertiser's name in the minds of shoppers.

Newspapers and magazines

There are a variety of newspapers and magazines to choose from and
they are all targeted to different readers. E.g. I would want to
advertise on Glamour magazine since my product is mainly aimed at
young woman. And because my product is not aimed at man so men
properly would not like to read woman magazine 'Glamour'.

Generally

In 2003, over £17,000 million was spent on advertising in Britain. 76
per cent of this was spent on display advertising of goods and
services in the press, on television, radio, posters, direct mail,
cinema and the internet. The remaining 24 per cent bought classified
advertising (small ads), financial and legal notices, company
announcements, recruitment advertising (job ads) and advertising in
the business and professional press.

Companies also spend substantial sums on other forms of communication
but statistics are not always available such as exhibitions,
sponsorship, sales promotion, mail order and other forms of activity.

This is where the money was spent:

DISPLAY ADVERTISING

£M (2003)

CLASSIFIED ADVERTISING

£M (2003)

Television

4374

-

National Newspapers

1432

470

Regional Newspapers

949

2037

Consumer Magazines

622

162

Business and Professional Journals

588

460

Directories (Including Yellow Pages)

-

1029

Press Production Costs

634

-

Outdoor and Transport

901

-

Radio

582

-

Cinema

180

-

Direct Mail

2431

-

Internet

376

-

Who are the advertisers?

The table below shows the amount spent on advertising in 2003 by
various product groups and by other groups of advertisers.

ADVERTISER

£M (2003)

Retail and Mail Order

917

Financial

683

Motors

715

Food

468

Entertainment & Media

444

Business & Industrial

494

Office Equipment

382

Toiletries & Cosmetics

452

Leisure Equipment

396

Drink

227

Travel & Transport

290

Household Stores

217

Pharmaceutical

236

Government

201

Clothing

158

THE MEDIA

National daily newspapers

11

National Sunday newspapers

12

Regional morning newspapers

20

Regional evening newspapers

76

Regional Sunday newspapers

11

Regional paid-for weekly newspapers

529

Free distribution publications

These are newspapers and magazines distributed free
and delivered door-to-door. Distribution is usually confined
to a specific locality. There are many thousands of such publications.

Consumer magazines

Over 3,200 ranging from the Radio Times with a circulation of
1.2 million, to hobby magazines selling only a few thousand copies.

Business,
professional & controlled
circulation magazines

5,108 titles

Television

15 regional companies, plus GMTV, Channels 4 and 5 (see later
table) and satellite & cable

Radio

371 Commercial radio stations

Cinema

3,450 screens (some grouped in cinemas with more than one screen)

Poster panels

About 115,079

How Advertising Pays For the Media

If the media did not accept advertising we would have to pay a good
deal more for our newspapers and magazines and without advertising
Independent Television would not exist at all. The table below shows
the proportions of their income that different types of publication
obtain from advertising and from sales:

TYPE OF PUBLICATION

% from advertising (2003)

% from sales(2003)

National quality dailies(e.g. The Telegraph)

64

36

National popular dailies(e.g. The Sun)

46

54

National quality Sundays(e.g. Sunday Times)

65

35

National popular Sundays(e.g. Mail on Sunday)

46

54

Regional dailies & Sundays(e.g. Manchester Evening News)

75

25

Regional paid-for weeklies (e.g. Hereford Times)

86

14

Consumer Magazines

37

63

Examples of newspaper and magazine circulations

Daily newspapers - Popular

(SOURCE; BRAD JUL 2004)

Daily Express

942,350

Daily Mail

2,430,281

Daily Mirror

1,902,841

Daily Star

883,889

The Sun

3,357,319

Daily newspapers - Quality

Daily Telegraph

916,205

Financial Times

439,488

The Guardian

378,703

The Independent

250,361

The Times

648,097

TV programme magazines

Radio Times (BBC)

1,153,684

TV Times (ITV)

523,949

Women's magazines

Bella

424,597

Best

411,749

Company Magazine

316,933

Cosmopolitan

403,640

Marie Claire

332,195

New Woman

284,153

Vogue

160,530

Zest

103,147

Other magazines

Here's Health

19,299

Web User

56,597

New Scientist

90,231

Television

The United Kingdom is divided into 14 TV regions. (For more details
about Independent Television, including GMTV and Channels 4 & Five,
see the Briefing on Advertising on Television). The table below shows
some of the companies, the regions they serve, and the number of homes
with television, in each.

COMPANY

REGION

NUMBER OF HOUSEHOLDS
(000s)

Anglia TV

East

1,829

Border TV

Border

297

Carlton/LWT

London

4,927

Central TV

Midlands

3,882

West Country TV

South West

743

Scottish/Grampian

Scotland

2,069

Granada TV

North West England

2,852

HTV

Wales & West

1,975

Meridian

South and South East

2,462

Tyne Tees TV

North East

1,217

Ulster TV

Northern Ireland

567

Yorkshire TV

Yorkshire

2,479

Identifying the Audience

The owners of media need to be able to identify the kinds of people
who read their newspapers and magazines or watch their programs. This
information is essential if an advertiser is to choose the right media
for his message.

One simple and obvious means of identifying an audience is by age.
Magazine A which contains articles on such subjects as cooking,
home-making and child care, will be read by a different group from
Magazine B, which concentrates on teenage fashion and pop music. The
age-groups normally used in advertising are up to 15, 15-24, 24-35,
35-55, and 55 plus. Magazine A would be read mainly by women in the
24-35 and 35-55 age-groups, and Magazine B by the 15-24 groups.

Another means of identification used in advertising is 'social grade'.
This is a classification based on the occupation of the head of the
household, and it indicates the household's spending power. The table
below shows the special grades, the occupation to which they refer,
and the approximate proportions of each grade in the total UK
population:

A Higher managerial, administrative and professional 3.3%

B Intermediate managerial, administrative and professional 21.6%

C1 Supervisory or clerical and junior managerial, administrative and
professional 28.9%

C2 Skilled manual 20.8%

D Semi-skilled and unskilled manual 16.3%

E State pensioners or widows (no other earnings), casual or
lowest-grade workers 9.1%

So if I wanted to advertise say, Lancôme juicy tubes, I would look for
a newspaper or magazine with a high readership of fairly rich woman 24
- 45 year-olds - in other words, an AB readership aged 24-45. As the
same time I want to attracts other readers as well, because there are
plenty of younger and older people, and plenty of C1s, C2s and Ds, who
like to read about expensive makeup even if they can't afford it. But
then those younger people will get older, and some of the C1s, C2s and
Ds may get promotion to the point where they can afford buying fewer
luxury goods. Age and social grade classifications do not work
precisely but they help me to get reasonably close to the audience I
wants to reach.

Examples of Advertising Rates

The media fix their advertising rates according to the size of their
audience and its age and social profiles. The rates are highly
negotiable depending on numerous factors including possible large
discounts. Here are some examples of 2004 rates:

£

Daily Mail full page (black and white)

32,508

Daily Mail full page (colour)

45,612

Daily Telegraph full page (black and white)

45,000

Daily Telegraph full page (colour)

57,750

Sunday Times full page (black and white)

56,150

TV Times full page (colour)

18,500

Girl Talk full page (colour)

3,025

Go Girl full page (colour)

2,400

Yorkshire Post full page (black and white)

8,220

Carlton
30 second weekday peak time spot (1926hrs - 2330hrs)

30,500

Grampian TV
30 second weekday peak time spot (1715hrs - 2300 pm)

750-990

Odeon Leicester Square, London
30 second spot (each day, one week)

1,160

Lancaster Regal Cinema
30 second spot (each day, one week)

192

BRMB (Birmingham Radio)
30 second spot, Wednesday - Friday (1600hrs - 1900hrs)

200

Virgin FM (London)
30 second spot, Thursday (1600hrs - 1900hrs)

1,100

Virgin Radio (AM/National)
30 second spot, Thursday (1600hrs - 1900)

850

From the table above we can say that:

Television

Carlton's spot time advertising is more expensive than Grampian spot
time as it cost £30,500 to advertise on Carlton but only cost
£790-990. That's about £29710 -£29510 differences. From this dramatic
difference of price, I need to really think about which company I want
to place my adverts on as I would probably place my important adverts
on Carlton even though they are more expensive because there are
people watching the channel so my product is more likely to be aware
by the general public.

Newspapers

I really need to consider the popularity of the newspaper, the time
read by people and the size of the newspaper. For example most working
class people tend to read 'the Sun' and higher class people tend to
read the 'Times'. So when I advertise Juicy tubes I would tend to
advertise on more quality paper since these are the people who are
likely to buy my products.

Magazines

I need to also consider which magazine I would advertise my products.
The cost of advertising of Girl Talk and Go Girls is much cheaper than
the TV times as it only cost about £2400-£3100 on Girl Talk and Go
Girls compare to £18,500 on TV times. Nevertheless I would like to
advertise my product on TV times because my products are mainly aimed
at adults so advertise on TV times seems to be appropriate.

Cinemas

Cost in advertising on cinema screens are also varied, this is
properly due to the popularity of the cinema. E.g. London Odeon
Leicester Square costs £1160 but it only cost £192 on the regional
cinema is properly due to London's cinema is more popular than the
regional one. Also I need to take the average costing to live in
London into consideration as whatever you buy it's always more
expensive in London compare to other parts of the country. So this is
maybe why it cost more to advertise in London Odeon cinema.

Radios

Radios in different places cost different rates. For example, it cost
less on the National and regional radio compare to London radio, once
again because it cost more to buy anything in London so cost is higher
than other parts of the country. Also London has biggest population in
the country which in turns mean that the biggest audiences so
advertising in London would cost more. So if I really want my adverts
to be heard throughout the country then London radio will be the place
to advertise on.

Analysis of the imported products (data 2002)

Below is a table which shows the Top 20 Magazine Advertisers for
Imported products 2002

1

Chanel

2

Lancome

3

Microsoft

4

Max Factor

5

NipponLever

6

Estee Lauder

7

Clinique Laboratories

8

Parfums Christian Dior

9

Helena Rubinstein

10

Cartier Japan

11

IBM Japan

12

Dell Computer

13

Maybelline

14

DaimlerChrysler Japan

15

Louis Vuitton Japan

16

Philip Morris

17

Tiffany & Co.

18

LVMH Watch Jewelry Japan

19

SALOMON & TaylorMade

20

L'oreal Japan

From this table I can see that chanel has the biggest Magazine
imported products and Lancôme has the 2nd biggest. This indicates that
Lancôme has advertise a lot in the magazine of imported goods.

Top 9 Industrial Categories in Terms of Share of Total Spending on
Magazine Advertising for Imported Products in 2002

Table 2: Top 8 Industrial Categories in Terms of Share of Total Spending on Magazine Advertising for Imported Products in 2002


Recent adverts for Lancôme

From the graph last page I can see that advertising has spent
generally on cosmetics as it has 26.1% overall. It also indicates that
people aware the makeup and cosmetics are now a growing market.

Cosmetics
Cosmetics adverts (ad) placed in women's magazines attracted an
average of 50% of the readers.
With regard to an adverts' position in a magazine and its main means
of expression (photograph, illustration, words, etc.), inside front
cover spreads proved extremely effective at attracting attention and
apprising readers of a product, while advertorials were highly
effective at conveying an understanding of such things as a product's
method of use, and at arousing interest.
*Inside front cover spreads are generally centered on photographs or
illustrations. In terms of conveying an understanding of the product,
they thus scored low compared to advertorials, which contain much
explanatory information. However, rather than seeing inside front
cover spreads as being ineffective at conveying understanding, whether
they convey understanding or not is probably something that should be
considered impossible to judge.

Below are the graphs and tables which show the results.

Women's Magazines (134 Ads)

Women's Magazines (134 Ads)

Inside Front Cover Spreads in Women's Magazines (29 Ads)

[Product category]

Skincares, cosmetics, and related industries

[Types of magazines]

Women's weeklies

Magazines for teenage girls

Magazines for young women

Magazines for young adult women

Magazines for married women

Magazines with practical information for daily living

[Position in magazine, means of expression, etc.]

Inside front cover

Second-Cover Spreads in Women's Magazines (29 Ads)


Inner-Page Advertorials in Women's Magazines (67 Ads)

Inner-Page Advertorials in Women's Magazines (67 Ads)

[Product category]

Skincares, cosmetics, and related industries

[Types of magazines]

Women's weeklies

Magazines for teenage girls

Magazines for young women

Magazines for young adult women

Magazines for married women

Magazines with practical information about daily living

[Position in magazine, means of expression, etc.]

Inner-page/complex (photographs + articles)

Lancôme promotion Timeline

Below are promotions which are made for Lancôme perfumes from 1935 to
1988

1935 1940 1945

[IMAGE]

[IMAGE]

[IMAGE]


1947 1949 1950

[IMAGE]

[IMAGE]

[IMAGE]


1951 1968 1988

[IMAGE]

[IMAGE]

[IMAGE]


Recent promotions

Recent promotions include January 2005- Beauty in French Rivieraand
new Lip-duo lipstick.

[IMAGE]

Lancôme will launch a 300 million dollar global advertising campaign
this year. The ultra-glamorous and artistic new print campaign is
designed to spark a personal connection with women through its
exceptional macro-photography camera-work, eye-popping colors, clear
and concise vocabulary, and products that showcase what they are and
what they do.

Lancome

"Lancôme is always evolving as a brand," states Edgar Huber, President
of The Luxury Products Division, L'Oreal USA. "We know the importance
of keeping our image fresh and as a leading luxury brand we have an
obligation to continuously surprise, astonish and reinvent. This new
campaign clearly conveys the current image of Lancôme."

The recent promotions are successful or not, we have to wait and see.
But my new Juicy Tubes should be successful as it has already built
its own reputations so it will be easier to influence the people to
buy my products.

Also from the secondary data it has been very useful to my marketing
strategies as I would then know where to advertise and what's the best
method for advertising my products.

Recent Media Schedule Advertising for Lancôme- February/March (2005)

Item

Publication

On Sale Date

SPRING COLOURS

OK

Glamour

26th January

13th January

HYPNÔSE

Boots Health and Beauty

Heat

More

Marie Claire

Glamour

7th January

11th January

19th January

29th January

10th February

Makeup

Skincare

Item

Publication

On SaleDate

AQUA FUSION

Company

Instyle

Glamour

More

3rd January

4th January

13th January

19th January

OPTIMUM

Marie Claire

New Woman

Eve

OK

Cosmopolitan

Hello

Instyle

Marie Claire

Eve

New Woman

Cosmopolitan

1st January

6th January

7th January

12th January

13th January

21st January

27th January

29th January

2nd February

3rd February

14th Febraury

RESOLUTION

She

Vanity Fair

Vogue

Harpers and Queen

Good Housekeeping

3rd February

6th February

7th February

10th February

10th February


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