L'Oréal's Social Media Presence

L’Oréal is the world’s most well-known and recognizable brands in beauty products. The company appears in over 130 countries across the world, with more than 32 widely known brands within the company’s group. Many famous brands L’Oréal owns include: Lancôme, Giorgio Armani, Maybelline, Ralph Lauren and many more. As the world’s number one leader in beauty, L’Oréal has a long history of celebrity endorsement as well as cutting-edge campaigns.

With the increasing adoption of electronic devices such as smartphones, tablets, and laptops, consumers are spending a significant amount of time on the Internet. As a result, many brands including L’Oréal has shifted to internet media to market their products. L’Oréal effectively uses internet data such as user profiles and search histories to target specific demographics. The company also uses several social media platforms such as Instagram, Facebook, Twitter, YouTube etc. to reach a global audience. Emma Williamson, L’Oréal’s manager for Consumer Affairs and Social Media for the Australia region states “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” Additionally she notes, “We know that consumers are actively looking to online platforms for trend advice, look inspiration and product recommendation. […] To do this, our vision for our brands on social is to have a conversation with the consumer, we want to entertain them with stories and content that’s the right piece at the right time, and that’s also meaningful to drive conversion.”

INSTAGRAM

With almost 6 million followers on Instagram, the company heavily uses Instagram to target a young-adolescent age group. On Instagram, the company has several accounts including L’Oréal makeup, hair, skin, men, USA etc. to attract the right audience to specific types of products. On each of these accounts, L’Oréal actively creates product specific posts to advertise and market new products. For example, on the L’Oréal Makeup account, multiple posts were created to advertise the company’s new “Infallible Foundation” which L’Oréal claims to last “24 hours” and is waterproof. The Instagram accounts also post mini clips and videos introducing new products and tutorials that demonstrate ways to use products. The company also utilizes Instagram stories to inspire its audience with different looks and provide quick “how to” clips. Further, the company utilizes Instagram stories to share collaboration with celebrities to promote their products and engage followers. Additionally, the company creates posts to raise awareness about their involvement in social campaigns (right). On the company’s L’Oréal Men account, the company has displayed its partnership with the “Movember foundation” to help raise awareness for men’s health. L’Oréal also regularly posts on their L’Oréal USA account to showcase their employees’ day to day activities. Various posts display the company’s community involvement in voluntary and social work. Further, the Instagram account also shows customers a “behind the scenes” view of what goes into making L’Oréal products as well as introducing the people behind L’Oréal’s drive for innovation (left).

FACEBOOK

In addition to Instagram, L’Oréal is highly active on their Facebook page. With its highest public engagement on Facebook, the company uses Facebook to reach a wide-range of customers including young and old adults. L’Oréal engages with its 36 million followers to post specials and promotions on products. For example, the company recently posted a deal on their “Colorista Hair Makeup” product for Cyber Monday (left). The company also includes their Instagram and Twitter handles on their Facebook page to allow their audience to follow the company on multiple social media sites. L’Oréal has also engaged in augmented reality (AR) through Facebook. Robert Williams, publisher on Mobile Marketer states, “L’Oréal partnered with Facebook to let the social media giant’s users try on virtual makeup samples through augmented reality (AR), which overlays digital images on a real background through a smartphone camera”. L’Oréal has included AR to their marketing strategy following their competition. AR involves customers through a unique mobile interface and promotes various products to increase online sales. Williams also explains, “Facebook can help to customize L’Oréal’s AR experiences given its vast data archives of user product preferences, tastes and spending habits based on the brands they follow and the photographs they post. Facebook’s computer vision technology can help analyze those pictures and identify audience groups to target with ads and experiences”.

(click below to watch video)

TWITTER

Further, L’Oréal also communicates with followers through various Twitter accounts. This account allows for customers to connect and learn about L’Oréal’s employees. For example, @Lorealtalent tweeted this post (left) to show participation in voluntary work. The account also tweeted about election day to encourage followers to take action during elections. The Twitter account also showcases their “For Women in Science” program which aims to support female scientists across the world and to #empower women in science. In addition, through twitter, customers are free to tweet about their opinions about L’Oréal products. Below are some tweets from customers.

Customer claims that she loves using L’Oréal’s foundation and mascara products.

Customer claims she prefers L’Oréal’s foundation over Maybelline.

YouTube

Famous YouTubers and Beauty Bloggers review L’Oréal Products:

Tati reviews L’OREAL LUMI GLOW FACE & LIPS

KathleenLights reviews LOREAL HAVANA COLLECTION

NikkieTutorials reviews: L’Oréal Nude Magique Eau de Teint Foundation

TRADITIONAL MEDIA

Finally, L’Oréal promotes their products through traditional retail outlets including shopping malls, airports, and train stations. Through retail outlets, customers have the opportunity to test L’Oréal products before purchase. Also, the company advertises frequently on television during special programs such as, The Oscars, Grammys, and other award shows to target TV viewers. L’Oréal also advertises their products through print media such as newspapers and magazines.

(click below to watch commercial)

In conclusion, L’Oréal extensively uses internet and traditional media channels to advertise and promote their products. L’Oréal actively uses social media such as Facebook, Instagram, Twitter and traditional media to reach a mass scale of customers globally. It constantly adopts new marketing strategies as consumers’ media preferences evolve.