L’Oréal Luxe wins over Millennials
Thanks to its portfolio of complementary brands, L’Oréal – global beauty leader – addresses the aspirations of young consumers, whose desires and expectations are forged on social networks.
Influencers, tutorials, reviews and comments, social networks, videos and more. Thanks to the Internet, young people have an entire ecosystem of information about beauty products at their fingertips. This is a real challenge for brands, who must constantly renew their communication codes to deliver messages in formats that appeal to these consumers.
Vérane de Marffy
Senior Vice-President, Yves Saint Laurent Beauté, L’Oréal USA
Digital media: where young consumers engage
Young consumers also engage with brands on social networks. Tools allowing them to virtually try out beauty products, like ModiFace technology, are particularly popular with young consumers. Recommendations play a crucial role in their purchasing decisions, especially if they come from influencers – beauty experts and opinion leaders on social networks – who recommend products and impact their followers’ purchases. The success of the partnership between Shu Uemura and Naomi Watanabe is a perfect example of this.
Digital media is also the ideal platform for promoting special events or exclusive product launches, especially for holidays like 11/11 and Mother’s Day. Customisable and limited editions, which are impulse buys and objects of desire, have met with remarkable success with young consumers. In Asia, My Armani To Go Cushion and the customisable lipstick Rouge Pur Couture by Yves Saint Laurent have been amazing hits.