Hiding behind the curtains
The third biggest marketer in the world, has created a brandless website, that even mentions rival brands positively. One that focuses on its entire industry, yet leads you to almost no hint of its creator.
You can view this move from two major perspectives, as I see it:
1. L'Oreal is trying to be L'O- real. To be the good guys and focus on bringing value to both their industry and their audience. To give something back. The ethical consumer is not a dying breed, by any means. Here's a way to promote good will, and be rewarded for it in the long run when a consumer recalls this act of virtue.
2. Almost nothing is a secret these days. Whisper in New York, and you'll hear it in New Zealand – so long as you have your smartphone or device switched on. Surely a launch like this was never going to be truly “brandless”. Was this an excellent marketing ploy, that made us all think we were discussing something other than L'Oreal … meanwhile we're discussing L'Oreal?
Whichever side of the coin you look at, you're still looking at a coin. A shiny marketing coin. After all, as I mentioned earlier, they are the third biggest marketer in the world. I’m pretty sure they knew what they were doing.
You make up your mind.