Events and influencers boost visibility
The L’Oréal Luxe brands create events with online influencers to ensure new product launches benefit from unprecedented visibility on social networks and to strengthen community engagement.
Events are part of the L’Oréal Luxe brand DNA. Product launches and new partnerships provide occasions to develop shared experiences with stakeholders for each brand, reaffirm its identity, promote its products and galvanise its communities.
Events for influencers
VIP guests include: brand ambassadors, the media and now, influencers. These heavyweights in the realm of social media reach widespread audiences and can exponentially increase the brand’s visibility through the posts they publish for interested audiences. Their followers participate vicariously in the events, and develop their own relationship with the brands.
Yves Saint Laurent has built up a team of influencers known as the YSL Beauty Crew, made up of music artists who share content and information about events organised by the brand. Urban Decay regularly hosts parties with Internet stars, like the one held for the launch of its tribute collection for painter Basquiat.
Watch footage from the Urban Decay tribute event for Basquiat
Direct-to-Consumer x events: a new stage for brands
The brands also take advantage of their boutiques or pop-up stores openings to host exclusive events for influencers. The brands can put themselves in the spotlight without restraints and attract different audiences. With its travelling Armani Box pop-up stores featuring red hues and unique décor, Giorgio Armani has succeeded in attracting new, additional consumers far outside its usual target audience.
