L’Oreal has created an unbranded online magazine named FAB (Flair. Artistry. Beauty).
The platform is a beautiful way of engaging digitally-savvy consumers, who aren’t responding to conventional marketing methods.
The content of FAB is curated by beauty professionals from around the world. Although, it’s worth mentioning that rival beauty products rarely get a mention.
The idea is that engaging women through the magazine will organically draw them towards L’Oreal’s brands. We hope it’s worth it.