The public online presence of L’Oréal
L’Oréal is one of the biggest cosmetic companies in the world, its products and services include skin care, perfume, and hair care, for example.
The focus on digital channel
L’Oréal has been strengthening its digital channel through various digital activities, such as media advertising and establishing own social community. This is evidenced in the increase of digital channel’s budget from 15% in 2013 to 30% in 2016. They developed their social community such as Facebook and Snapchat, so they can receive the feedback from the customers and to co-create the value of the product and service. In order to further capture the value of wide range of customers, L’Oréal also decides to make its content on WeChat to segment the Chinese consumers.
Ways to preserve the thrust from buyers
L’Oréal also tries cooperating with the social influencer to reinforce the social advertising. In September of 2016, L’Oréal decided to sign up with 5 of the British blogger to make content on their products. This also result the increased engagement and information provided to the consumers. Besides, L’Oréal invested in Tallify in the same year, which is an organization focusing on the connection between different brands and social media influencers to create campaigns. Promotion from the influencers also ensures the credibility in comparison with the way L’Oréal’s promoted.
Personalization through digital tool
L’Oréal has also strengthened its competitive edge by creating their own app. The app enables customers easily discover the product match their preference and promote the special offer to build up the customer based. Through the app customers can order the products and the delivery service enhance the customer’s loyalty, which is good for long-term development.
In-depth insight into L’Oréal’s social media used
Granted the above, it is undoubted that the use of digital channel plays significant part of role in the business’s success. In 2015, L’Oréal launched a social media campaign with POWERON to develop their haircare product through different social platforms such as Facebook and Twitter. Now let’s have a closer look in the various social media that L’Oréal used.
SNAPCHAT
L’Oréal has worked with Snapchat, to provide different filters of selfies. L’Oréal decided to invest in Snapchat due to the increasing popularity of Snapchat, which mainly base on a storytelling method to deliver its value to the audiences. For instance, the hair colour shown in Snapchat help promote the effect of L’Oréal’s haircare products.
http://www.thedrum.com/news/2017/06/30/hair-raising-l-oreal-snapchat-lens-embraces-colour
YOUTEUBE
On the YouTube channel, you can watch the tutorial video on how to use the various products of L’Oréal, as well as the new products they offer. On the other hand, L’Oréal tries cooperating with the YouTube streamer. For example, L’Oréal work with Michelle Phan, who is a famous beauty blogger in YouTube channel, promoting the kinds of products of L’Oréal. The channel has nearly 9million subscribers, which has a significant impact on network advertising.
http://www.mochimag.com/article/michelle-phan-makeup-line-em-beauty-guru-how-to-videos-youtube/
