L'Oréal USA plans to launch the first beauty iAd for iPad with a campaign for L'Oréal Paris later this month.

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L’Oréal USA readies first beauty iAd for iPad

June 21st, 2011

NEW YORK – L'Oréal USA plans to launch the first beauty iAd for iPad with a campaign for L'Oréal Paris later this month.

The beauty care giant said Monday that the innovative L'Oréal Paris iAd has been created specifically for iPad and will feature a Lip Service Look Book and Shade Finder that takes consumers through interactive evaluations related to skin and hair, ultimately leading to recommendations for customized lip shades based on consumer selections.

Along with exclusive footage of spokeswoman Gwen Stefani from the Infallible Le Rouge shoot, the iAd also offers Spring Lip Looks to explore and be inspired by, as well as how-to instruction, according to L'Oréal.

iAd is Apple's new mobile advertising platform and reaches millions of iPad, iPhone and iPod touch users through their favorite applications, L’Oréal noted. The cosmetics maker said that last month its Lancôme and Maybelline brands launched iAds for iPhone and iPod touch and have seen a strong consumer response to their campaigns.

Lancôme kicked off the launch of its iAd with a Mother's Day campaign showcasing a Trésor video and a feature that let users personalize special Mother's Day messages and send digital bouquets. Lancôme's iAd also had a feature that helped consumers "Get the Look" with tips and tricks of the trade, the company added.

Meanwhile, Maybelline's iAd helped consumers "Find the Perfect Shade" and showcased behind-the-scenes footage of models getting makeup ready for a photo shoot, L'Oréal said.. The iAd also enabled users to identify the best makeup for their particular mood and provided a message capability with "Colorsensational" lip imagery.

"L'Oréal is the No. 1 beauty company in the world, and millions of customers rely on the benefits of our products every day," stated Marc Speichert, chief marketing officer for L'Oréal USA. "Now with iAd, our customers can further engage with all of our brand benefits interactively on iPad's stunning display, allowing us to continue our legacy of using groundbreaking media to create new ways for consumers to interact with our brands."