The L’Oréal Group is the largest beauty and Cosmetics Company in the world. In every supermarket, department store and airport you will find L’Oréal products adorning the shelves, and millions of women from the across the globe adore L’Oréal products and buy them on a regular basis.
L’Oréal’s reach is far and wide – the French company spend billions on advertising and promotions yearly and generates around €22 billion annually.
So what lessons can L’Oréal teach us about successful marketing? How has the brand changed the face of cosmetics marketing in recent years? Read on to learn more…
Craft Tailor-Made, Informative Content
Traditionally, L’Oréal relied on its compelling advertisements featuring beautiful women with long, glossy locks of near-perfect hair. Whether in TV advertising, billboards or magazine ads, all L’Oréal adverts involved one-way, aspirational messages that included the famous tagline: ‘because You’re Worth It.’
However in recent times, the company has recognised the power that informative content has on consumers and as such has recently started to craft tailored, targeted content that is also interactive. The content is designed to keep consumers returning to the brand time and time again, instead of crafting a single piece of content designed to appeal to the masses.
The L’Oréal brand has a long history and ‘Because You’re Worth It’ is a legendary phrase that is immediately associated with L’Oréal’s products, philanthropy and meaningful celebration of women. Although the tagline is still used, the company has started to craft more specific, customised content that addresses the specific needs of consumers.
Share Content on Social Mediums
L’Oréal has capitalised on the power of the internet to expand its reach and tailor its approach to cosmetics marketing. It has reached out to YouTube beauty stars, such as Eva Gutowski and Michelle Phan, to appeal to a wider target market. It has collaborated with bloggers who promote L’Oréal’s products in a casual, appealing way. It has also set up interactive social media pages, such as Pinterest, Facebook and Twitter, which have 94,000, 807,000 and 23,600 followers respectively.
Experiment with User-Facing, Interactive Technology
Last year, L’Oréal introduced the Makeup Genuine App. The app scans your face and enables you to virtually try on more than 300 different L’Oréal products and looks. The app is immensely popular and was hailed as a ‘notable advancement’ by the New York Times.
Closing Thoughts
By putting money into research and experimentation and trying out unique, interactive marketing approaches, the world-famous L’Oréal brand, which is more than 100 years old, continues to go from strength to strength. No longer is it a brand associated with women of an older generation: women of every age and skin type are become increasingly attracted to this powerful, global cosmetic giant.
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