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Multifunctional Marketing: How L’Oréal is launching product and using digital to reach all women

By Deanna Utroske

15-Nov-2016
Last updated on 15-Nov-2016 at 17:04 GMT2016-11-15T17:04:34Z

the new online skin care consultation tool from L'Oreal (image courtesy of the company)
the new online skin care consultation tool from L'Oreal (image courtesy of the company)

With a single initiative, the company is setting a new standard for addressing beauty consumer expectations with branded content, a modern approach to aging, personalized skin care, and more.

Skin Expert/Paris is being touted as the company’s latest “skin care philosophy.” Describing the premise of the initiative, in a press release, Rocio Rivera, scientific communications director for L'Oréal Skin Expert/Paris, says “Skin Expert/Paris reflects how we begin with deep and thorough research around women and their skin care concerns.”

Rivera goes on to say that, “we know that women today are not hiding their age – they are embracing it in new ways. Our goal is to provide innovative tools and products that help women age beautifully and discover a new sense of self-worth.”

Products

When L'Oréal Skin Expert/Paris got started this summer, the company launched its Pure-Clay Masks and a portfolio of anti-aging skin care called Revitalift Bright Reveal.

In the year ahead, L'Oréal will add a third skin care product collection. Hydra Genius Daily Liquid Care will comprise a “range of lightweight formulas that penetrate the skin with nutrient rich aloe water and hyaluronic acid, providing deep and long-lasting hydration for 72 hours,” according to the press release. Beyond that, these skin care items have been formulated “to help skin of every type, ethnicity and age get the hydration it needs, the three Hydra Genius formulas are customized to provide different finishes: Matte (for oily skin), Glow (for normal to dry skin) and Comfort (for extra dry skin).”

Resources

At the heart of the L'Oréal Skin Expert/Paris initiative is a roster of online resources, tools, and content.

L'Oréal recognizes an opportunity for consumer education in the current beauty landscape: consumers want to know what’s in their beauty products and often they are searching for information online. The Skin Expert/Paris site includes an Ingredient Library, a Beauty Magazine, and a Routine Finder that recommends a selection of products based on three multiple choice questions.

The library is meant to be a place where “consumers can find everything they ever wanted to know about the science behind skin care by browsing this comprehensive library of nearly 200 ingredients,” according to the company press release, while the magazine content is a collection of how-to’s and articles on beauty and hair topics.

The routine finder consultation tool asks consumers for their age, skin type, and primary skin care concern. The suggested product results are of course completely shoppable.

Channels

No venture would be complete today without social media. Accordingly, this initiative has a dedicated Instagram @lorealskin.  The popular visual channel will be used to “showcase new products, demonstrate skincare routines, inspire and engage with consumers,” says the company.

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