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Garnier makes mobile top initiative to reach consumers worldwide

Garnier International is launching a worldwide mobile strategy to provide consumers with personalized experiences that will help them select the right product.

The company is partnering with Motricity to provide access to the company?s beauty expertise and advice via consumers? mobile devices. The program will be launched worldwide, replacing individual markets efforts in mobile to date.

?Because of how mobile is being utilized on a global basis and with consumers using mobile instead of online, Garnier is saying that it is going to make mobile one of its top initiatives to engage with consumers on a global basis,? said Ryan Wuerch, chief executive officer of Motricity, Bellevue, WA.

Garnier is a mass market beauty care brand that is owned by L'Oreal Group. It is a leading beauty brand in France and has a presence throughout Europe, Asia, Canada, the United States and Mexico.

Mobile reach
Motricity will exclusively deliver and power Garnier?s global mobile marketing and advertising sites. Garnier will use Motricity?s mCore platform to engage customers via mobile Web sites, targeted ads and personalized content.

With smartphone adoption growing significantly, Garnier will be able to leverage the platform to provide smartphone customers with targeted mobile advertising and rich media. This includes being able to deliver promotions, coupons and content directly to Garnier?s audience based on previous behavior.

The goals of the mobile strategy include enhancing brand reach and customer loyalty.

Big brands such as Garnier are adopting mobile at a fast pace these days because the click-through rates are increasing, per Mr. Wuerch.

He points to ABI Research data which shows that 30 percent of mobile users who saw or clicked on a mobile ad eventually made a purchase as a result.

?We are seeing a real increase from the largest brands who are saying the time is now to start using mobile to drive awareness of our brand and a new higher degree of engagement,? Mr. Wuerch said.

Final Take
Chantal Tode, Mobile Marketer