L’Oréal opens its first branded content production studio in Montreal, Canada

By Deanna Utroske contact

- Last updated on GMT

Stéphane Bérubé, CMO L’Oréal Canada (left to right); Peter Grimaldi, Facebook creative strategist; Ekaterina Dobrokhotova, consumer engagement manager L’Oréal Canada; Frank Kollmar, president and CEO L’Oréal Canada (photo courtesy of CNW Group/L'OREAL CANADA INC.)
Stéphane Bérubé, CMO L’Oréal Canada (left to right); Peter Grimaldi, Facebook creative strategist; Ekaterina Dobrokhotova, consumer engagement manager L’Oréal Canada; Frank Kollmar, president and CEO L’Oréal Canada (photo courtesy of CNW Group/L'OREAL CANADA INC.)

Related tags: Advertising

At the company’s worldwide Content Factory employees will create original digital assets to share brand stories, education and inspiration with consumers.

Digital content and social media reach consumers fast and make an immediate impression. As retail strategies advance, more and more digital moments convert to purchases.

"The Content Factory is an invaluable tool to achieve our objective of being more agile in social media and creating integrated brand communication to encourage engagement with our brands and drive business here in Canada," ​says Frank Kollmar, president and CEO of L'Oréal Canada.

Sharing is caring

Telling brand stories from the inside out is swiftly becoming the status quo; and what L’Oréal Canada is helping its team do with this social-media content studio is a smart way for the people most familiar with and passionate about the company’s products and objectives to dynamically engage with consumers.

Shareability is key: “The objective of the Content Factory is to create content with distribution in mind and to distribute content with a creative focus,” ​according to a media release from L’Oréal Canada.

 “More importantly, the strategy behind the Content Factory is to develop engagement with consumers, which is generated in-house through social media.”

Tools of the trade

Facebook creative strategist, Peter Grimaldi, took part in the facility inauguration this week and held on-site trainings with various brand teams at L'Oréal.

State-of-the-art equipment and professional support will help too: “The Content Factory provides employees with professional lighting, photography and video equipment. Employees can also request the assistance of a professional photographer or creative director,” ​according to the media release.  

The company is not only interested in digital output but also in improving the talents of its current employees. “This is a remarkable opportunity for L'Oréal Canada employees to develop content creation know-how and skills, subsequently allowing them to own beauty conversations across social platforms.”

Digital drive

The cosmetics company is more digital every day. “L'Oréal has set  a powerful precedent for other employees by equipping their team with one of the most promising models of education, ensuring they’re well-equipped to be leader in the emerging landscape of digital marketing,” ​Jake Schwartz, CEO of General Assembly, told the press when the companies formalized a digital training partnership in October.

And this past spring, L'Oréal made the move to programmatic media buying​. By using big data and automated technology to make purchasing and ad placement decisions, the company put a real stake in the ground for digital. “Digital expertise will shape the iconic brands and companies of the 21st century,” ​proclaimed company chairman Jean-Paul Agon at the time.

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