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L’Oreal drives Facebook Likes via Vanity Fair app takeover

Vanity Fair 1

L’Oreal is sponsoring Vanity Fair’s Hollywood application for the second year in a row as part of its ongoing effort to engage users with beauty content and style tips.

The company is integrating its brand into the content featured in the application, as well as offering exclusive insider access and beauty tips so that users can share it with friends and family. L’Oreal said that the sponsorship helps get the word out about the brand and that the mobile app is the right fit to reach many of its female customers.

“L’Oreal Paris has been the exclusive sponsor of the app for two years running,” said Edward J. Menicheshi, vice president and publisher of Vanity Fair, New York. 

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“Vanity Fair Hollywood: Oscars Edition enables L’Oreal Paris to reach users in the exciting and rapidly growing mobile space and leverage the unparalleled authority and influence of Vanity Fair and the Academy Awards,” he said.

“L’Oreal’s sponsored voting pages, clearly demarcated to preserve the app’s editorial integrity, give users an unprecedented opportunity to interact with the brand.”

The L'Oréal Group is the world's largest cosmetics and beauty company, headquartered in the Paris suburb of Clichy, Hauts-de-Seine, France, specializing in hair color, skin care, sun protection, make-up, perfumes and hair care.

Vanity Fair is an American magazine of pop culture, fashion, and politics published by Condé Nast Publications, which is a division of Advance Magazine Publishers Inc.

L'Oréal sponsorship
The L'Oréal in-app sponsorship is incorporated throughout the Vanity Fair Hollywood: Oscars Edition application.

Users can Like the L'Oréal page via the application.

When users press the Like button, they are redirected to L'Oréal’s official Facebook page. 

Additionally, the company is promoting its EverSleek Sulfate-Free Smoothing System, Infallible Le Rouge lipstick, Superior Preference hair color, Magic Smooth Souffle makeup and Youth code anti-aging products.

L'Oreal is promoting EverSleek

Users can learn more about the product

The company is also promoting its Infallible Le Rouge

L'Oreal is letting users learn more about Superior Preference

Users can learn more about the Magic Smooth Souffle

L'Oreal is also promoting its Youth Code products

Hollywood app
The Vanity Fair Hollywood: Oscars Edition application lets users review this year’s nominees, watch trailers and make their pricks on who they think will win an award.

On awards night, application users will be able to see who is winning in their group as the envelopes are opened.

Users can vote for their favorite films

Users can see what their friends voted for

“Building on Vanity Fair’s intimate association with the Oscars, Vanity Fair Hollywood: Oscars Edition gives existing readers and new audiences alike a whole new way to play along on awards night,” Mr. Menicheshi said.

“Concise but sophisticated write-ups on every single nominee give movie fans an edge in their Oscar pools, robust social-media integration gives them a remote control to their friends, and exclusive photo and video content makes this a mobile entertainment channel,” he said.

Final Take

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Advertising, LOreal, Vanity Fair, Edward Menicheshi, mobile marketing, mobile

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