When big brands go brandless

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. 

L'Oreal recently launched fab-beauty.com and have unsurprisingly received a lot of questions as to their motives. President of the L'Oreal professional products division, An Verhulst-Santos, says, “We've always said our job is to launch brands and products, but also to promote and endorse the industry of beauty.”

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. 

Image courtesy of Pixabay


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