L'Oreal readies web campaign for Lancome

Cosmetics giant L'Oreal is to launch an integrated campaign for a new product within its Lancome range.

Banner ad and pop-up activity will appear on sites including Vogue.com, Newwoman.co.uk, femail.co.uk and Virgin.net as part of a cross-media push for moisturiser Impactive.

The campaign, which launches next week and runs for three weeks, will be supported by offline poster ads and magazine sample sachets. It will also use escalator panels in Oxford Circus underground station.

Planned and bought by Optimedia, the campaign aims to drive traffic to Impactive-themed pages on the Lancome site (www.lancome.co.uk).