“For over forty years, since the time we declared our iconic tagline, ‘Because You’re Worth It,’ L’Oréal Paris has supported the individual beauty and intrinsic worth of every woman,” says Karen Fondu, president of L’Oréal Paris.
With the hashtag #WorthSaying, she explains, “We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible.”
Style and substance
Just last month the beauty company commissioned Ipos to run an online study about positive messaging. Based on the responses of women, aged 18-74 from across the US, L’Oréal determined that 75% of women “agree that powerful and motivating language makes them believe they can accomplish whatever they set their mind to.”
Additionally the results show that a “majority of women agree that powerful and motivating language gives them a stronger sense of self-worth.”
With this substantiation, the company is broadening its long-lived ‘Because You’re Worth It’ tagline for its latest interactive social media marketing campaign.
The campaign will live mostly on the social platform Twitter and will extend to customized television billboards, banner ads and online videos.
During the event, the company’s social media team will propel the conversation by reposting significant remarks: “L’Oréal Paris will purposefully spotlight and amplify the meaningful sentiments women are expressing on the red carpet and in social media by selecting posts and sharing them on the brand’s platforms and in digital advertising,” explains the company in a press release about the new campaign.
Influencers and L’Oréal spokespeople will be in on the action as well. “The night of the Golden Globes, the brand’s powerhouse roster of celebrity spokeswomen, which includes Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto and Liya Kebede, along with brand experts and social influencers, will band together as catalysts for change and spark dialogue by putting forward their own words #WorthSaying on Twitter,” as the company puts it.
Brand-generated media that inspires and intrigues consumers is the advertising strategy du jour. And, L’Oréal is taking important steps to do it well.
The company recently opened its first branded content production studio in Montreal, Canada. "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," explained Frank Kollmar, president and CEO of L'Oréal Canada, in November 2015 when the studio opened.
Additionally, not long ago the beauty company’s color cosmetics brand Urban Decay refreshed its approach to digital marketing with hopes of curating a social community that easily finds its way to Urban Decay sites, in-house content, and e-commerce channels.