The world's third-biggest advertiser, L'Oréal, is set to invest more in digital advertising this year, and has chosen 70 advertising start-ups for its accelerator programme. Scandinavian social influencer platform Tailify and app-based beauty community Veleza are set to help the cosmetics giant use celebrities, online influencers and "micro-influencers" to engage consumers. Chief Digital Officer Lubomira Rochet said digital made up 30% of L'Oréal's total media spend in H1 2016, up from 25% in the same period the year before.
The world's third-biggest advertiser, L'Oréal, is set to invest more in digital advertising this year, and has chosen two advertising start-ups for its accelerator programme. Scandinavian social influencer platform Tailify and app-based beauty community Veleza are set to help the cosmetics giant use celebrities, online influencers and "micro-influencers" to engage consumers. Chief Digital Officer Lubomira Rochet said digital made up 30% of L'Oréal's total media spend in H1 2016, up from 25% in the same period the year before.