L’Oréal is continuing to accelerate its digital transformation, integrating digital into the heart of its business model to reinforce its competitive edge in the beauty market
Digital media as a brand amplifier
The group’s digital acceleration transforms and amplifies the business model of L’Oréal’s brands: through the brands’ communications and positioning as well as the close relationships they are developing with their consumers. Many of the group’s brands are already “love brands”. Here is a recap of some of the major successes of 2015.
Augmented beauty by L’ORÉAL PARISThe incredible synergy of beauty and digitalThe digital strategy of L’ORÉAL PARIS adds value to innovations by identifying trends via Internet monitoring, enables digital beauty services such as the Makeup Genius app, and creates an even closer relationship with consumers through highly influential brand ambassadors with millions of fans on social networks.See also:A great make-up year
Gwang Cushion by L’ORÉAL PARISSuccess inspired by social networksThe story behind one of the top foundation launches in Asia: a trend passed on by make-up fans who had adopted the Korean word “Gwang” to describe their ideal complexion. In response, L’ORÉAL PARIS developed a high-quality product that delivers the desired look, and stimulated online conversations by calling it Gwang Cushion.See also:Innovations inspired by China
Makyaj.com in TurkeyAn online make-up guideIn a market where digital lifestyles have really taken hold, L’Oréal launched a content platform focused on make-up and trends. To seduce consumers eager for tutorials, the group teamed up with the country’s star YouTube vloggers. The site has swiftly become a firm favourite with Turkish women asking make-up questions or looking for inspiration.
L’Oréal is taking advantage of the huge potential of this new distribution channel thanks to a strategy tailored to the specifics and different practices of each market, and to strong partnerships with e-commerce players. Take a closer look at advances made in e-commerce in 2015.Read the article
Targeted marketing for greater efficiency
To contact potential consumers in a personalised way, at the right time and in the right place, L’Oréal is developing precision advertising. Programmatic technologies enable the group to target consumers according to their interests, to optimise advertising campaigns in real time, and to measure their results with a host of key indicators. Precision marketing played a major role in more and more launches, such as the launch of the Black Opium fragrance by YVES SAINT LAURENT in the United States.
See also:Digital breakthrough at L’Oréal Luxe
(1) Sales achieved on the brands’ own websites and estimated sales achieved by the brands corresponding to sales through retailers’ websites (non-audited data).