Social Media Management for L’Oréal Australia

Running head: SOCIAL MEDIA MANAGEMENT 1
Social Media Management
Name
Institution

SOCIAL MEDIA MANAGEMENT 2
SOCIAL MEDIA MANAGEMENT
Introduction
The name of the Company chosen for this paper is L’Oréal Australia. The company
engages in procurement, retail and wholesale of skin and hair care, cosmetic and perfume
products in Australia. The report will be about to show how the company undertakes its online
marketing through social media. The topics to be discussed include the company brand, growth
analysis, portfolio examples, and compliance.
(Company Name) Brand
The company’s brand awareness in the marketplace remains strong in Australia. It is
distributes products via hair salons, department stores, and perfumeries, mass-markets, medi-
spas, drug stores, free-standing stores, e-commerce websites, travel retail and convenience stores.
The Company uses more social advertising campaigns based on sophisticated automation and
audience management thus building a strong brand on social platforms. The company has since
proved that investment in right tools and strategy creates an extremely successful digital
campaign thus brand reputation than the rivals (Agnihotri et al., 2016).
The company has established a position at the forefront of latest media for its branded
content-online. For L’Oréal Australia, its branded online content has presented a means to
effectively connect consumers to its brands. This has since helped the company to achieve its
goals of adding one billion new customers by year 2020. Digital remains of the 4 pillars of the
strategy L’Oréal is aiming to double its customer base. Over 35 local websites are being operated

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by the company across its 27 brands, with several additional social media destinations
(Alexander, 2014).
It has a very large portfolio of digital media assets alongside an extremely exciting
challenge to lead the game in digital beauty industry. The brand awareness has in the past been
achieved through employment of beauty advisers in stores who talk with clients directly, but it
has since realized that this traditional strategy is never scalable. To get around the challenge of
helping consumers navigate the beauty complexity and how to do this at scale, the company has
since launched new platforms locally and globally developed to deliver on its promise of offering
beauty for everyone, the mantra for the L’Oréal Australia. The company’s digital brand approach
is to have branded content anchored around entertainment with the sole intention of being an
information provider to edge its rivals (Barreda et al., 2015).
In comparison, L’Oréal’s awareness and reputations appears to have edged out its
rival. This is because, whereas most of its competitors appears to be using branded content as
more of entertainment, L’Oréal has realized that branded content is all about value to consumers
and never about creating entertainment, but more of assisting the education process for
consumers (Godey et al., 2016). Thus, the Company believes that it is actually vital for them to
be there for consumers and remain integral part of the journey for consumers to find the right
product. This is where L’Oréal Australia is seeing the branded content playing a big role unlike
its rival thus giving it an edge. For example, the Company uses M: Edition, locally developed
sites for its Maybelline New York brand (White, 2016).
The intention has been to provide women with the desired inspiration from catwalks as
well as streets of New York and packaged with required tips and information from over twenty
local beauty bloggers and vloggers, and from brand ambassadors (Hudson et al., 2015). This has

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edged out its rivals since it provides consumers the ability to ask questions, and the site remains
currently being visited by over seventy-thousand Australian every month, thus making it the
number one local online make up destination. Another site used to edge competitors by L’Oréal
Australia is known as Get-the-look launched to capture trending “looks” from red carpet events
globally and bring them to an Australian audience. This has seen competitors having difficult
moments since Melbourne-based journalist contributed ten to twelve articles every day, and Get-
the-look became the launch-partner for Twitter Amplify in January 2014 Australia (Cawsey &
Rowley, 2016).
This platform has boosted the company’s brand awareness and reputation against its
rivals because it helps consumers dream about becoming beautiful as they can, and subsequently
offering them with the required tips, right down to which its product remains the right one for
them. The company is more concerned by the more amplifying topics which are relevant to
customers around trending looks and subsequently coming into product angle as second phase.
This makes customer feel they are valued and hence creating better brand reputation (Van Looy,
2016).
L’Oréal Australia has various opportunities to boost its brand awareness and reputation as
opposed to its competitors. The company has the opportunity to grow its brand awareness by
going back to the future with content marketing agenda (Gamboa & Gonçalves, 2014). Indeed,
the company has realized that branded content marketing remains the key to adding new
customers by 2020. Unlike previously that it revolutionized advertising by staging live radio
shows which attracted upwards of a considerable number of new customers, these only served to
promote its message about personal hygiene, but further became the mainstay of product
marketing (Corcoglioniti et al., 2017).