L’Oreal creates a new integrated digital strategy to influence consumers.
With this shift in media consumption, companies have identified the need to create stronger digital strategies to effectively communicate their message.
Within the beauty industry, L’Oreal has been at the forefront of this movement. By taking note of their consumers’ changing media habits, L’Oreal, a brand synonymous with makeup and makeovers, has undergone its own digital makeover. Online advertising no longer plays just a superficial role in their communications. Instead, digital strategy is central to their overall marketing plan and is sometimes the very foundation of their product launches. L’Oreal’s new digital look can be achieved in three steps:
1. Personalized Content
Makeup lovers can spend hours at the makeup counter, experimenting with different shades to understand whether a colour will suit their complexion or make the right statement. Personalization is paramount in this market.
In order to replicate the individual experience for an online setting, L’Oreal developed their Makeup Genius app. It gives users the opportunity to virtually sample their products while the app identifies 60 different facial characteristics, generating product recommendations which are tailored to the specific user. It also simplifies the path to purchase by allowing users to conveniently buy the products they test with just the click of a button.
L’Oreal aggregates this information to provide future recommendations that are customized to a user’s preferences and purchase patterns. With more than 20 million users to date, L’Oreal can better meet the demands of their customers and increase the likelihood of a sale.
All brands can benefit from this level of customization. Through personalizing the brand experience, and tailoring content to a consumers’ specific needs, brands can better engage with consumers to influence their preferences.
2. Focusing on the Data
For the launch of their Maybelline Master Contour makeup line, L’Oreal partnered directly with Google to understand exactly what consumers were searching for in regards to contouring. Focusing on this raw data allowed L’Oreal to gain valuable consumer insights, creating new opportunities for their makeup line. Through research, L’Oreal was able to recognize that a segment of the market was looking for quick contouring tips. They met this need by creating customized video content with easy contouring tutorials tailored to various skin tones. This allowed them to highlight their new product line and further establish themselves as trusted makeup experts.
This shows a new kind of market research has emerged from our ever-changing media landscape. Companies who traditionally conduct polls, questionnaires, and focus groups, can now partner with search engines and social media sites to get to the root of what consumers really want, potentially creating new possibilities for growth.
3. Creating a Compelling Story
The digital landscape has become saturated with makeup tips and product recommendations from both amateurs and experts alike. This makes it more difficult than ever to capture a consumer’s share of mind with waning attention spans an influx of social content being shared.
Recognizing the need to break through the digital clutter, L’Oreal focused on creating efficient video content tailored to the time-starved consumer, the target market for their root cover-up product launch. They developed six-second YouTube ads which quickly communicated their key messages on a platform that is popular with their consumers.
Companies who compete in crowded markets can continue to reach their intended audience through capitalizing on this efficiency. By keeping messages short and relevant, and utilizing online platforms consumers are already engaging with, brands can reinforce their messages and ability to influence shoppers.
How do you customize your content to meet the changing needs of our consumer? What new methods have you employed to mine new consumer insight? Tweet us @stjoseph with your thoughts.