LAS VEGAS – Personal information that people provide directly to companies has become more valuable as consumers grow more aware about protecting their privacy. Beauty giant L’Oréal has a trove of such first-party data that provide an important resource in making its spending on advertising more effective.
“This year especially I’m really looking to spend more time understanding both our non-working media costs – so, what are we doing in the ways of measurement?” Shenan Reed, senior vice president and head of media at beauty giant L’Oreal, said in this interview at CES 2023. “Because I do think there’s been some bloat in that space in the past couple of years.”
One of the goals is to make advertising feel welcomed by consumers as useful and non-intrusive.
Reed said she’s “really excited to start to see how we can better use first-party data with our partners to create…smarter, more interesting audiences and create better consumer experiences with advertising.”
L’Oréal today at CES 2023 introduced prototypes of two new gadgets. Its HAPTA is a handheld makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility, while L’Oréal Brow Magic is an at-home electronic eyebrow makeup applicator that provides customized brow looks.
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