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L'Oreal USA to Launch First Beauty iAd for iPad

(June 20, 2011)

NEW YORK, NY -- (Marketwire) -- 06/20/11 -- L'Oréal USA will launch the first beauty iAd for iPad with a campaign for L'Oréal Paris later this month. iAd is Apple's revolutionary new mobile advertising platform, reaching millions of iPad, iPhone and iPod touch users right in their favorite apps.

The innovative L'Oréal Paris iAd has been created specifically for iPad and will feature a Lip Service Look Book and Shade Finder that takes consumers through a series of interactive evaluations related to skin and hair, culminating in recommendations for customized lip shades based on the consumer's selections. In addition to exclusive footage of spokeswoman Gwen Stefani from the Infallible Le Rouge shoot, the iAd also offers Spring Lip Looks to explore and be inspired by along with "how-to" instructions.

In May of this year Lancôme and Maybelline both launched iAds for iPhone and iPod touch and have seen universally strong consumer response to their campaigns. Lancôme kicked off the launch of its iAd with a Mother's Day campaign showcasing a Trésor video and a feature which allows users to personalize special Mother's Day messages and send digital bouquets. Another popular function of Lancôme's iAd helps consumers "Get the Look" with tips and tricks of the trade. The iAd has been a great success with video views quadrupling in its second week, average user engagement times of over one minute, and an overall tap through rate (TTR) of .67%.

Maybelline's iAd, which also launched in May, helps its consumers "Find the Perfect Shade" while also showcasing exclusive behind-the-scenes footage of models getting make-up ready for a photo shoot. The unique iAd even allows users to identify the best make-up for their particular mood. From "Free-spirited" to "Sophisticated," Maybelline offers the perfect look for every woman. Like Lancôme, Maybelline's iAd also has a message capability which features Colorsensational lip imagery. This iAd has also experienced great success with thousands of make-up shades saved and videos viewed, an average user engagement time of 1:08 and a TTR of .69%


"L'Oréal is the number one beauty company in the world and millions of customers rely on the benefits of our products every day," said Marc Speichert, Chief Marketing Officer, L'Oréal USA. "Now with iAd our customers can further engage with all of our brand benefits interactively on iPad's stunning display, allowing us to continue our legacy of using groundbreaking media to create new ways for consumers to interact with our brands."

ABOUT L'ORÉAL USA
L'Oréal USA, headquartered in New York City, with 2010 sales of over $4.7 billion, is a wholly-owned subsidiary of L'Oréal SA, the world's leading beauty company. In addition to corporate headquarters in New York, L'Oréal USA has Research and Development, Manufacturing and Distribution facilities across seven states in the U.S., including New Jersey, Kentucky, Arkansas, Illinois, Ohio, and Texas. Between L'Oréal USA and all of its subsidiaries, there are over 9,800 employees.

L'Oréal's impressive portfolio of brands includes Lancôme, Giorgio Armani, Yves Saint Laurent Beauté, Viktor & Rolf, Diesel, Cacharel, L'Oréal Paris, Garnier, Vichy, La Roche-Posay, L'Oréal Professionnel, Kérastase and Shu Uemura Art of Hair. The U.S. is the base for the product development, international marketing and advertising for L'Oréal's twelve American brands: Maybelline New York, Soft-Sheen.Carson, Kiehl's Since 1851, Ralph Lauren Fragrances, Essie Cosmetics, Redken 5th Avenue NYC, Matrix, Logics, Mizani, Pureology, SkinCeuticals and Dermablend. For more information on our brands visit www.lorealusa.com.

Press Contacts:
Rebecca Caruso
Email Contact
212-984-4894

Suzie Davidowitz
Email Contact
212-984-4105


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