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L'Oreal digital strategy expert shares key tips

By Simon Pitman

- Last updated on GMT

We caught up with L'Oréal's digital strategy manager for hair care and styling at the recent FCE Cosmetique event in Brazil, where he shared some of his in depth knowledge for both the Brazil market and worldwide.

In this video interview, Biancarelli touches on some of the key areas that are driving digital strategies in the beauty space, specifically with reference to the fact that digital is allowing every day beauty users to influence the market and consumer patterns. 

One recurring theme is getting the 'codes' right for digital users, which refers to tapping into what the patterns of use that social media users are attracted to. This is make or break in an arena where the opportunity to hook a user lasts no more than a couple of seconds.

What about the Z Generation?

He also discussed how the up and coming generation of beauty consumers, known as the Z Generation, are starting to influence the digital arena, while also stressing some key differences in the way this type of consumers uses digital mediums. 

The Brazil hair care market is also being shaped by what is going on in social media, where Biancarelli points out that images of people with diverse looks and who are celebrating their ethnicity instead of hiding it is helping to forge a new perception of beauty in the country.

To find out more, watch the video and learn about some of the most important tips to getting social media strategy right in the beauty space.

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