The trend of “glocalization”, the practice of conducting business according to both local and global considerations, has become more prevalent in marketing campaigns. Brands are noticing consumers find companies that advertise with locally adapted messages and images appealing than their competitors. It is difficult to create a relevant and timely global ad that reinforces the brand in such a controversial and culturally sensitive world. Within the past few years, companies have been successful in targeting larger audiences in specific countries with localized advertisements, which as significantly increased brand affinity among target consumers. The main reason for this seems to stem from consumers’ self-affirmation that companies are catering to them, speaking to what they care about.
L’Oreal has decided to tap into a new strategy to target consumers. Rather than focus on big screen celebrities to endorse the brand, they have pivoted to focus on smaller screen, celebrities for help. They have decided to move forward in their next marketing promotions by partnering with online fashion and beauty experts to promote the brands’ products. L’Oreal’s head of media and digital communication commented on the fact that although these fashionistas will attract all audiences, but they will still create a large impact on influencing their target market’s purchasing decisions. Again, having a localized campaign enables companies to slightly control and influence people’s purchasing decisions.
It will be interesting to see which YouTube maven they choose to promote L’Oreal. Avon has stayed
ahead of the curb and recently released a campaign starring three influential bloggers to test their products. When revealed that the secret makeup gift was from Avon, it shocked them all. They all honestly commented on the great quality of the products. Moving forward with L’Oreal’s small screen influencer campaign, a majority of celebrity fashion and beauty icons are based from the UK; therefore will the global company attempt to target mavens from various countries or the ones with the most subscribers? Only time will tell.
