While L’Oréal’s agencies usually execute media buys, Eymery said the brand houses and supplies the data back to its agencies via platforms like Salesforce Marketing Cloud and Datorama.
Although L’Oreal continues to rely heavily on traditional media like TV and print magazines, Facebook is a big video distribution platform for the brand (second only to YouTube) and its No. 1 source for app downloads.
“We were a launch partner for Instagram ads in Australia,” Eymery said. “Facebook and Instagram are really interesting to us because there's always a risk that as you increase impressions, people will feel pressured, but we’ve found beauty is very visual and we always look to add value to their feed.”
L’Oréal Australia also served as a launch partner for Twitter Amplify in Australia, a program allowing brands to sponsor pre-rolls against broadcaster content. L’Oréal increases its spend during red carpet events. For three days during the Cannes Film Festival, it bought keywords around festival conversations and served pre-roll video ads against content from publishers like E!
A big brand priority is getting smarter with capturing data and using it to strengthen direct-to-consumer relationships. While retailers like Walmart and Target historically own the customer relationships, L’Oréal primarily services the retailer as its distributor.
Mobile apps like Makeup Genius (which turns the smartphone into a mirror, allowing users to try on new products or scan bar codes for products for more info) are one way L’Oréal can foster a more direct-to-consumer relationship. More than 1.5 million people in the US have downloaded the app, along with 500,000 in Australia.
L’Oréal uploads data via Salesforce.com’s Journey Builder about people who trialed various makeup products in the app, then finds lookalikes who might be interested in similar products.
L’Oréal also augments point-of-sale data from its respective beauty counters with third-party insights from Macy’s (through shopper data firm dunnhumby) and regional department stores to find crossovers between people who, for instance, buy skin care and fragrance products.
“We’re trying to harness more data and information to acknowledge what happened in organic channels to maximize our buying efficiencies with publishers, so CRM helps us prioritize our paid media activities, ” Eymery said.
“Because our consumer division at L’Oréal does not have a direct-to-consumer platform, we don't logistically have the ability to sell to customers especially in small batches, so we’re trying to give consumers the option to shop the retailers they want.”