The Weinstein Company and L'Oreal Enter into Marketing Alliance
Posted on Tuesday November 1, 2005
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The Weinstein Company and cosmetics manufacturer L'Oreal Paris have announced a multi-year marketing alliance, according to a press release on the Hollywood Reporter. Touted as the "first long-term partnership between a motion picture company and a major cosmetic brand," the Weinstein company will get (presumably) in-kind marketing dollars from L'Oreal product placement and event co-sponsorships, while L'Oreal will hopefully get some of the Weinstein Oscar mojo.
From a marketing standpoint, this looks like a great early move for the Weinstein Company. In a world where movie marketing budgets are often a third to half of print costs, bringing partners on board for long term deals helps control costs for all pictures coming down the pike. David Carr hit the nail on the head when he wrote that the Weinsteins "will squeeze every nickel twice before they spend it." Also, L'Oreal are masters at marketing to women, a demographic that the move business has had a hard time reaching as of late.
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