L'Oreal UK : advertising & marketing assignments

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Selected L'Oreal UK advertising

The UK is L'Oreal's fifth most important global market, and the #3 in Europe after France and Germany. Revenues topped £1bn for the first time in 2016, reaching £1.1bn for 2017. Vismay Sharma, formerly head of L'Oreal Indonesia, was appointed as managing director, UK & Ireland in 2016. All four of L'Oreal's main divisions are active in the UK. The biggest is Consumer Products, led by the L'Oreal Paris masterbrand. Key sub-brands include Elvive and Elnett haircare products, Plenitude skincare and L'Oreal Paris cosmetics. These are partnered by Maybelline cosmetics and the Garnier range of haircare and skincare products. Luxury Products houses a variety of higher priced fragrance and cosmetics brands including local top-sellers Giorgio Armani, Ralph Lauren and YSL (all under license) and Lancome. L'Oreal Professional has a huge presence across the UK's salon haircare industry, and Active Cosmetics is represented by the Vichy and La Roche-Posay brands. A fifth unit, British-based retailer The Body Shop, acquired by L'Oreal in 2006, was sold in 2017 to Brazilian group Natura. L'Oreal first established a presence in the UK in 1932 when Gilbert Laurenson, a friend of group founder Eugene Schueller, formed Golden Ltd as an agency to distribute the company's hair colourants to British hairdressing salons. The business subsequently moved into mass-market distribution and was later acquired by L'Oreal in Paris. Much of L'Oreal's advertising is produced centrally in the US or France and adpated for local use. Some brands, however, maintain endorsement arrangements with local personalities. In the UK, the most significant of these is for Garnier, ads for which featured TV personality Davina McCall for several years. She was joined in 2013 by another TV personality, Holly Willoughby, and then by Ferne Cotton. Singer Cheryl Cole was a spokesmodel for L'Oreal Paris haircare products from 2009 until 2018. Helen Mirren was signed up to represent L'Oreal Paris Age Perfect in 2015.

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Who are the competitors of L'Oreal? L'Oreal's main UK competitors include Coty (cosmetics, fragrances), Procter & Gamble (skincare, haircare), Unilever (haircare, skincare, cosmetics), Boots (cosmetics), Beiersdorf (skincare), LVMH (luxury products) and Estee Lauder (cosmetics, fragrances) among others. See Personal Care index for other companies

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