With the ever-changing role of the digital industry, L'Oreal is one of the brands to watch when it comes to adapting and further developing their company in order to stay competitive. L'Oreal has made a huge shift over the last three years by gearing more towards emotional ads versus the traditional glossy ads.
L'Oreal, the world's largest cosmetic brand, has decided to not only lead a more content-driven form of advertising, but it is also welcoming new forms of technology and investing for new technology usage in their budget.
Looking to create a different type of communication in which their audience can be heard, L'Oreal has decided that by turning technology back into marketing, their brands will be reaching their audiences more affectively and will produce further engagement. In fact, the cosmetic brand has recently appointed Lubomira Rochet as the chief digital officer for L'Oreal who is in charge of revitalizing the company's consumer experience through technology and digital marketing.
In an interview with Ad Age, Rochet said "What consumers really want is a consistent experience with the brand and product at all touch points. We also know that in e-commerce it's really important to have great content. ...We definitely need to have our e-commerce specialists working more and more with marketers. And it really questions the way we are organized."
One of L'Oreal's largest technological breakthroughs, the MakeUp Genius App, has completely revolutionized the relationship between the virtual-digital experience and beauty brands. Several companies have used static imagery in order to allow consumers to visualize what a certain product would like on them; however, L'Oreal has gone above and beyond with their new app. The game-changing MakeUp Genius App, which has over 7 million downloads, provides consumers with the ability to virtually try on different makeup looks for all skin types. The app uses the same facial recognition technology that was used in the film, The Curious Case of Benjamin Button, and has 64 facial data points with over 100 different facial expressions. With this enhanced technology, L'Oreal is working on one day providing virtual try-on "mirrors" in stores and also providing an e-commerce function to the app that would allow consumers to buy products directly from the app.
"We have been a product manufacturer and marketing has always been product centric. We're launching MakeUp Genius as if it is a new product or brand but now we're moving into a new territory of marketing services. This is the first time we will allocate the same kind of budget as if we ware launching a new product or brand. It might sound easy but for us it's a massive cultural change," Christophe Eymery, L'Oreal Head of Digital, told Ad News.
In its attempt to become more of an approachable brand instead of a "distant cosmetic giant," L'Oreal has partnered with vloggers in order to generate engagement with consumers and to cultivate brand loyalty. In recent years L'Oreal has partnered with several vloggers, most notably Michelle Phan and her cosmetics line Em, as well as hosted a competition for beauty vloggers to become one of L'Oreal's new makeup designers. L'Oreal's new approach to executing affective ads includes running more video ads, conducting more storytelling tactics, and continuing to work with YouTube vloggers in order to create digital advocates for the brand.
"The digital environment is an historic opportunity to emphasize the impact of our business model, which is based on personalized advise, recommendation, and above all advocacy," Brigitte Liberman, president of the active cosmetics division, told Diginomica.com.
In addition to partnering with vloggers to strengthen brand advocacy, L'Oreal has also released innovative and emotional marketing strategies to appeal to and engage with their audience. L'Oreal recently invited 100 women to join them in an experiment to test just how "waterproof" their waterproof mascara was. The women had their makeup done by professional makeup artists and then were shown the heartbreaking film, Titanic, which caused the women to cry throughout the film. L'Oreal captured a before and after photo of the women and then showed them the comparison, which proved their hypothesis that their waterproof mascara could last 162 minutes of tears and still look flawless.
Although L'Oreal is shifting gears towards more emotional advertising and implementing new technologies, there has always been a certain element of emotion to the brand and its slogan, "Because you are worth it." L'Oreal's slogan has captured the emotion of its audience since the beginning of its start-up; however, not many people know of the significance behind the origin of "Because you are worth it." Originally the slogan was "Because I am worth it," which featured in the 1970's during a woman emancipation movement that took place in Europe and the United States. According to Beatrice Dautresme, CEO of L'Oreal's corporate foundation, "That was the first time on a commercial advert [where] a woman could talk [for] herself about her feelings and her experiences about the product."