Cosmetic giant L’Oréal’s North American subsidiary has noted the importance of social media in brand development and consumer engagement particularly when it comes to improving relationships and getting an insight into the consumer.
The platforms have been available for a number of years and the cosmetics industry is beginning to see the benefits of the medium as both big and small brands utilize it correctly.
As interest rises and more companies turn to social media, the platforms could offer a vast opportunity for cosmetic brands, and whilst it is not vital for brands to be on every single social media platform, the whole concept cannot be ignored, due to its interactive nature.
Enhance consumer engagement
L’Oréal USA has acknowledged this and employed Customer Experience Management (CEM) provider Clarabridge to manage its social media data to gain an insight into what its customers are thinking and feeling.
“Social media is all about real time, so we need to react in real time when it comes to customer engagement and Clarabridge helps us achieve this goal,” says Céline Dumais, vice president of Consumer Care Center at L’Oréal USA.
L’Oréal USA will work with Clarabridge to monitor what is being said in real time about its 27 brands across social media outlets, including website reviews, product reviews, blogs, Twitter, and Facebook.
“We expect to continuously improve our relationship with our customers – something you can’t put a price on,” continues Dumais.
Feedback and analysis
With countless social media listening posts, and hundreds of thousands of consumer comments generated each day, L’Oréal USA says it needs to be able to efficiently and accurately analyze the data it receives.
By leveraging Clarabridge’s sentiment and text analytics expertise, the cosmetics firm will be able to automatically route consumer insight to the right people, and more effectively engage with its consumers.
“L’Oréal USA are leveraging the Voice of the Customer (VoC) through social media channels to get an unprecedented, universal look at consumers. This is imperative for companies to survive and thrive in today’s highly competitive environment,” adds Sid Banerjee, CEO, Clarabridge.