Thailand celebrities in Le Défilé L’Oréal Paris Fashion Week 2024: An analysis of L’Oréal’s global marketing strategy in Thailand
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Fakhrina Diah Padma Nur Firdaus(1*)
Department of International Relations, Faculty of Social, Culture and Political Science, Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Mercy Aulia Sugiarto(2)
Department of International Relations, Faculty of Social, Culture and Political Science, Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Resa Rasyidah(3)
Department of International Relations, Faculty of Social, Culture and Political Science, Universitas Pembangunan Nasional “Veteran” Jawa Timur
(*) Corresponding Author
Abstract
Integrated Marketing Communication (IMC) has become increasingly important for global beauty brands seeking to localize international marketing strategies while strengthening consumer engagement in culturally diverse markets. This study examines how L’Oréal Paris applies an IMC-based global marketing strategy through the involvement of Thailand celebrities as brand representatives in the Thailand market. Adopting a descriptive qualitative research design, the study analyzes L’Oréal Paris’s marketing activities through the IMC framework, focusing on advertising, internet marketing, and public relations. The findings indicate that Thailand celebrities function as strategic communication intermediaries in strengthening brand visibility, cultural relevance, and digital engagement. Their involvement in Le Défilé L’Oréal Paris Fashion Week 2024 and related digital marketing activities enables the brand to integrate celebrity endorsement with advertising, internet-based communication, and public relations to reinforce its global brand positioning within the local Thailand market. The findings suggest that the strategic use of local celebrity figures can facilitate the adaptation of global marketing communication to local cultural contexts without undermining the consistency of the global brand identity. This study contributes to the international marketing and IMC literature by illustrating how global beauty brands can combine standardized global positioning with localized communication strategies through celebrity-based marketing. The findings also provide practical implications for multinational beauty brands seeking to enhance cultural resonance, digital visibility, and consumer engagement in foreign markets.
Keyword: Integrated Marketing Communication; Celebrity Endorsement; Thailand Celebrity
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