Beauty for All, Beauty on Social Media !
L’Oreal Paris is the world’s largest cosmetic company. Since 40 years, its mission is to deliver beauty for all because anybody is worth it. So, as an international company, L’Oréal Paris is answering women’s needs from all over the world.
Thus, as social media allow companies to be connected with anybody, at anytime, in anyplace, L’Oreal Paris has taken advantage of this opportunity. Thanks to social media, L’Oreal Paris can share beauty with all of its consumers. And it seems that, one more time, this amazing company has faced with this huge challenge of being the best company on social media. Indeed, according the “top 100 of the digital microwave” survey, L’Oreal Paris is one of the best brand in social media.
But, how L’Oreal Paris did it ?
One of the biggest desire of L’Oreal Paris, in using social media, was to create a close relationship with its consumers.
First of all, L’Oreal Paris is present in very different kinds of social media : Facebook, Twitter, Pinterest, Youtube, Tumblr, Instagtam, Snapchat, Google+ and LinkedIn. Like that, L’Oreal Paris can be connected to its consumers in different ways. Moreover, for each social media, it has different accounts depending on different countries so that every international consumer can be related to its country and to its way of life.
To emphasize this idea of being on every kind of social media, L’oreal Paris has created a social wall on its website. That allows consumers to see all of posts that the brand has done on social media. That is a great idea to keep consumers connected to the brand. As a result, they want to follow the brand on every kind of social media because the content of the information is different from a social media to an other.
What is the content of L’Oreal Paris’ posts ?
L’Oreal Paris is maintening a really good interaction on social media with its consumers by giving content that they will not be able to find anywhere else.
Overall, it is content on its ambassadors. Indeed, L’Oreal Paris communicates a lot on its ambassadors so that their consumers can feel close to them. On social media, L’Oreal Paris’ consumers can find backstage videos of shooting, preparation of special events such as Cannes Festival, video messages from ambassadors, greatings on the day of their ambassadors’ birthday and its ambassadors’ favorite makeup look of the moment. That is a good way to keep consumers connected. By creating a special relationship with them, they will always want to know more on the brand. And they can count on L’Oreal Paris to give them amazing news on the brand and its ambassadors.
Moreover, L’Oreal Paris uses social media to communicate on its launches. And we have to admit that this company is doing really well at teasing on social media. In fact, it’s more than teasing. L’Oreal Paris is “making appointments” with its consumers on social media to make them discover its new products.
Here we have the example of the launch of the Superstar mascara with Jennifer Lopez as a new ambassador. They cut the add in small squares so that each day they can post on Instagram one square with a clue on this new product. At the end of the puzzle, consumers discover the new amazing product. As a personal experience, it keeps me on the edge of my seat. Everyday, I was waiting on a new picture and clue so that I can start thinking of what will it be, because we don’t know what will be the product until the end !
L’Oreal Paris wants to be the best at every level. It is !
