Maybelline and Garnier, two of cosmetic giant's L'Oreal main brands, are increasing their Hispanic advertising allocation this year, Stephanie Rinaldi, VP, Multiethnic Mktg, Maybelline NY recently told Portada®.

The increased spending will be used for Hispanic TV, print (mostly magazines) and Spanish-language in-store signage. Universal McCann is L'Oreal's advertising agency.

During the first half of 2005 L'Oreal was the second largest FSI advertiser in Spanish-language newspapers after Colgate Palmolive, according to figures released by Marx Promotion Intelligence/TNS Media Intelligence.

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