Hasta La Creative!

For a pure-play beauty marketer, L’Oral is plenty complex, carved into divisions for luxury brands such as Lancme, salon professional brands like Matrix, mass cosmetics, retail and more. Even its U.S. mass business is divided into divisions for L’Oral Paris and Maybelline-Garnier. Few executives and none of its agencies have duties spanning all the divides.

But then there’s Tag Creative, a low-profile New York-based shop that helps provide some of the cultural glue that keeps the far-flung company together. It’s a relationship that’s unique both within L’Oral and in the broader world of heavily siloed multibrand packaged-goods empires.

While its work often isn’t the final product consumers see, Tag (not to be confused with the London-based digital agency of the same name) has helped shape marketing for just about every L’Oral division over the past two decades.

Continue reading at AdAge.com