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Brand of the Year: Mass

WWD celebrates the brand of the year.


L’Oréal Paris isn’t one to do things in halves. When it names a new celeb spokesperson, for example, it’s not an A-lister. It’s an A-Plus denizen like Julianne Moore. When it launched its first sun-care range, we’re not talking a few products for the face and body, but rather a comprehensive dermatological-level line of high-grade sun protection. New nail line? Brand designer Orrea Light created 42 shades for the launch of Colour Riche Nail. Of course, one would expect nothing less from one of beauty’s biggest brands. But it’s the execution—and attention to detail at every level—that really impresses. For example, brand ambassador Jennifer Lopez was the face of Sublime Sun at the mega level, while at the micro level, chic influencers were gifted with samples at Southampton’s Capri Hotel. Likewise, to tout the launch of nine new True Match shades, making the total 33, L’Oréal launched a multidimensional Matchmaker app, then staged a Get True Matched Day in early August at more than 7,000 Walgreens. Retailers have taken note. Mark Griffin, president and chief executive officer of Lewis Drug, calls L’Oréal’s efforts “fantastic,” especially in supporting a regional chain. “They are cooperative and always willing to work with us,” he says, “particularly with new products in skin and hair.”


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