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L’Oréal USA ramps up social media presence to offer women personalized beauty solutions

By Andrew McDougall , 16-May-2011

The cosmetics giant’s US arm has partnered with content and social media firm Demand Media to develop custom content and exclusive media designed to connect L’Oréal’s brands with women seeking personalized beauty solutions.

The partnership will launch on two of Demand Media’s properties: typeF.com, and the eHow Style channel, which are two personalized beauty websites for consumers.

Demand Media will also create a specially designed YouTube channel just for L’Oréal USA, to communicate original content.

Beyond any online initiative

“This collaboration goes beyond any online initiative we’ve undertaken to date because Demand Media offers something no other partner could; the ability to deliver highly-focused beauty content that is personalized for each consumer and presented in the context of their individual needs,” said Marc Speichert, chief marketing officer of L’Oréal USA.

“This exclusive partnership is an opportunity for all of our brands, small and large, to be present whenever consumers with specific needs are seeking beauty information. It’s a unique experience that delivers true value to our key consumers.”

Using its publishing platform, Demand Media will also create and deliver contextually-relevant L’Oréal messages to women who are at the point of intent, the moment before site visitors are ready to take action.

“Beauty is an exceptional category for us because it is so specific and so personal to each individual. Listening to people who are actively looking for information to help them – and then delivering on that need, is what Demand Media does,” said Joanne Bradford, chief revenue officer at Demand Media.

“L’Oréal has the same approach as they bring products to market – they deliver tailored, personalized products for every woman’s unique skin tone, eye color, etc. Together, we are bringing that same strategy to L’Oréal’s consumers online.”

Ability to listen to consumer signals

Demand Media claims that through its proprietary publishing platform it is able to listen to consumer signals expressed via their actions online through search queries and in social and mobile applications.

After reviewing the signals women are sending about their beauty needs and interests, it found five key areas for which women are consistently seeking beauty related content: Hair, Eyes, Skin Care, Face, and Lips.

Based on these learnings, Demand Media will create a video series for L’Oréal featuring brands such as Maybelline New York, Garnier, Redken, Lancôme and others that will provide relevant, helpful advice and practical how-to information.

The exclusive video series will be featured on typeF.com, L’Oréal’s YouTube channel and on L’Oréal sites.

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