Loreal 2012 Annual Report Download - page 26

UNIVERSAL
BEAUTY
IS
Perfectly attuned to our beauty profession, digital
media constitutes a major lever for universalisation.
In 2012, the digital revolution moved full speed
ahead at L’Oréal, improving the effectiveness of our
advertising, creating personalised services and step-
ping up the power of e-commerce and m-commerce(1).
SPREADING THE WORD ABOUT BEST
PRACTICES WORLDWIDE
One of the key missions of Strategic Marketing is
to ensure that best practices spread throughout
the group. To fulfill this goal, we are developing
centres of digital expertise, particularly in the United
States, the cradle of the digital revolution; in Japan,
where our m-commerce(1) expertise is increasing;
but also in new countries such as China, where our
digital approach boosts contact with young and
digital-native consumers.
MARC MENESGUEN
EXECUTIVE VICE-PRESIDENT
STRATEGIC MARKETING
THE DIGITAL
REVOLUTION IN ACTION
AT L’OR ÉAL
Beauty inspires lively exchanges and creates strong bonds;
consumers are always looking to build close relationships and
find tips and recommendations.
In 2012, L’Oréal took another step forward in its digital revolution:
all the group’s major advertising campaigns, in all countries and
for all brands, now have an integrated digital dimension. Digital
thus increases the profitability of media investments. For example,
when GARNIER launched its BB Cream, the online campaign gen-
erated strong support from the beauty blogger community and
awareness of the BB Cream, even before the TV commercial went
on air.
TAKING ADVICE ONE STEP FURTHER,
WITH NEW PERSONALISED SERVICES
Digital also brings more creativity. The video clip Love Your Lips,
created for the launch of Rouge in Love by LANCÔME exclusively
for webcasting, generated an incredible viral effect and was
viewed 120 million times in China!
Furthermore, digital media paves the way for new forms of per-
sonalised advice and services that are even better targeted: for
example, the Active Cosmetics Division in China has created an
information and advice service for women with sensitive skin, eskin,
which is proving highly successful. L’ORÉAL PARIS, with its website Get
the Look, answers the most frequently asked questions on search
engines by providing beauty advice in near real time through
articles and videos. Finally, in the United States, the L’ORÉAL PARIS
brand is developing Destination Beauty, the country’s first YouTube
channel dedicated to beauty.
Another acceleration: e-commerce. KIEHL’S and THE BODY SHOP are
pointing the way forward here, and have succeeded in perfect
multi-channel integration. Their marketing model, which builds
customised relationships, accompanies customers wherever they
may be, online and offline, and even on their mobile phones,
providing a better understanding of their buying impulses.
Finally in Japan, the trailblazer for m-commerce (1), all the group’s
Internet sales sites are mobile-compatible, with very promising
results for the future. L’Oréal Luxe already makes more than 20%
of its total sales via e-commerce.
OUR HIGH-ACHIEVING
DIGITAL HUBS PLAY A MAJOR
ROLE IN CONQUERING
THE NEXT BILLION CONSUMERS.
(1) Mobile commerce includes all purchases made using a mobile phone, through an
application or directly on a brand or distributor website. (2) Total number of fans of all
the brands’ Facebook pages in all countries.
10% 25 million
OF NET MEDIA
SPENDING WENT
TO DIGITAL
FANS ON FACEBOOK (2)
NEARLY MORE THAN
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