5 facts about L’Oréal’s online presence success
Ralph Lauren, Lancôme and Garnier are only a few of L’Oréal’s 41 global brands. The group is not only the leader of the beauty industry but also the pioneer of successful campaigns with stars like David Beckham to promote self-confidence and advice for customers through online platforms.
What makes L’Oréal’s online presence stand out and what could other businesses learn?
1. Being flexible online to follow trends and give advice
The multiple Facebook pages and Twitter accounts divided into brands and regions give L’Oréal the flexibility to faster adapt to trends and demands of customers. Discussion, engagement, direct and local interaction with customers is more important than follower counts for L’Oréal as Emma Williamson, Director of Customer Experience L’Oréal AU&NZ stated in an Interview in 2015. Social Media serves as an extension of the personal customer service which provides trusted advice.
2. Using online platforms to reach customers and professionals
Follower numbers aren’t a priority for L’Oréal, but it has become a habit of social media users to compare them anyways. The facts for you: Combining the followers of the brand L’Oréal Paris’ Facebook pages of India, UK, France, Australia, South Africa and USA alone gives us a total of 204 million followers and a slight grasp of how big the L’Oréal community is.
L’Oréal also has an impressive arsenal of professionals with 1.3 million followers on its LinkedIn page. Investments into online recruitment and the creation of new initiatives with a specific recruitment webpage and the campaign of L’Oréal Talent on Facebook, Twitter, Instagram and YouTube, attract potential employees with great opportunities.
3. Establishing brands that customers and employees can identify with
Beauty, Diversity, Careers, Research, Innovation and Sustainability are words that L’Oréal’s homepage is filled with, as news feeds record the fields in which L’Oréal has received multiple awards in. The diverse range of engagement has created attributes that customers and employers can identify with. Looking at L’Oréal UK&I’s Twitter account, I discovered that it mirrors the use of these traits, by tweeting news feeds about the company.
Don’t we all feel better knowing that we use products of a brand or work for a company that reduces its CO2 emissions, supports cancer research, fights for women equality and promotes many more projects?
4. Using different online platforms to bring different messages across
You will be swamped with images and videos that promote beauty products on the brands’ platforms like the L’Oréal Paris UK’s Facebook page and website which stand in contrast to the group’s conventional Twitter presence. L’Oréal uses various channels correctly to bring different messages across to a diverse range of target groups.
5. Partnering up with celebrities, influencers and other organisations
The 15 ambassadors from The Prince’s Trust and the ‘Beauty Squad’ by L’Oréal Paris UK, are part of the ‘All Worth it’ campaign which includes self-confidence trainings and content to guide the use of products. L’Oréal keeps long-term relationships with their promoting partners and strengthens the self-esteem of their loyal customers.
L’Oréal follows online trends and gives their community more than high quality products and customer services. They go the extra mile to be outstanding, also in the online world.
