Strategies for L'Oréal's Successful Social Media Marketing

The assignment content highlights the importance of social media engagement for L'Oréal to increase its database, visibility among customers, and customer loyalty. The company has successfully used various advertisement tactics to achieve these goals, making it a leader in the digital front.

SOCIAL MEDIA MARKETING

TABLE OF CONTENTS
Executive summary........................................................................................................................3
INTRODUCTION..........................................................................................................................3
Part 1...............................................................................................................................................3
Performance of L'Oreal on social media platforms....................................................................3
Hashtag campaigns by L'Oreal...................................................................................................4
Competitors of L'Oreal...............................................................................................................5
Social Media Marketing issues faced by L'Oreal.......................................................................6
Resolution of the issues by social media platforms...................................................................6
Existing social media marketing strategy of L'Oreal.................................................................7
part 2...............................................................................................................................................7
Suggested social media marketing strategies for L'Oreal..........................................................7
Purpose and aim of the strategies...............................................................................................7
Key Metrics................................................................................................................................8
Conclusion......................................................................................................................................9
References....................................................................................................................................10

EXECUTIVE SUMMARY
Social media marketing plays an important role in the are of marketing these days.
L'Oreal has been using this kind of marketing in order to attract large bunch of customers. It has
presence on social media platform through Facebook, Instagram, Snap chat, LinkedIn, You tube
etc. The report proposes various social media marketing strategies in order to increase the
customer data base and develop business opportunities for the brand. Exiting marketing issues
are also been dealt in order to give suggestions to improve their services. The success achieved
through these platforms can be measured by using various parameters based on reach, customer
engagement, leads and conversions. L'Oreal has been a leader of beauty products. It has already
captured the social media platform. However, few of the unnoticed issues are addressed in the
report.
INTRODUCTION
In today's world, social media plays a vital role in attracting customers. Attraction
towards social media has grown tremendously in the present scenario. These days brand make
their social media marketing strategies in order to attract customers. L'Oreal is a pioneer of
beauty brand dealing in cosmetics, make-up, beauty, hair care perfume, etc. It has presence in
139 countries across 5 continents. L'Oreal has been very much involved in various social media
marketing campaigns. It is already having a wide consumer database. However, there are
various other marketing strategies that can be used by the brand so as to grow in this industry
(Berthon, Pitt, L.F., Plangger and Shapiro, 2012). Being present and updated on social media
has helped the brand to rise as a leader in this industry. In this report, content and business
opportunity social media marketing strategies are suggested for L'Oreal in order to increase
customer engagement and create a positive word of mouth about the brand.
PART 1
Performance of L'Oreal on social media platforms
Social media marketing means attracting consumers through various social media
platforms (Chung and Austria, 2010). Brands promote their product on Facebook, Twitter,
Snapchat, Instagram, YouTube, etc. Offers, discounts and steal deals are majorly marketed on
social media websites.

L'Oreal is the leader of beauty brands having various celebrities promoting it and have become
a face for the brand.. It has more than 20 million fan following on Facebook with an average of
a thousand like on every post. The LinkedIn page of L'Oreal carries more than 800K followers.
L'Oreal has so far effectively used the social media marketing tactics in promoting its brand.
Hashtag campaigns by L'Oreal
#POWEROWN Campaign
This campaign known as #POWERON was used by the brand in order to promote its
new hair and care range. Fans were asked to post their best hair moment with the hashtags
#POWERON and #POWERONCONTEST on Instagram, Facebook and twitter. Winner got the
chance to meet the supermodel, Karlie Kloss.
#YOURSTRUELY
With this campaign, L'Oreal presented 23 celebrities having different skin tones in order
to celebrate the diversity. Main motive was to offer foundation for every skin tone in the UK. It
got tremendous response on various social media websites.

Social media has been playing an important part in the marketing campaign for various
brands present in the world (Erdoğmuş and Cicek, 2012). L'Oreal has been able to find out the
customer’s needs and changing trends among people through these platforms. It has been using
various this platform attracting to the consumers and customer also feel that they are valued by
the brand.
Various beauty tips sessions are organised by L'Oreal on YouTube in order make customers
understand right and the best use of products it is offering to them. Various bloggers use and
demonstrate the way of using L'Oreal products with which they are getting huge fan following.
Competitors of L'Oreal
L'Oreal is facing competition from Nivea, Yves Rocher, Garnier, Lovea and Revlon.
These are brands covering mass of customers in the market. All companies are using the
platform of social media to promote their brands (Hafeez, 2010). However, Nivea, Revlon and
Garnier are famous for their advertising strategies. Various contests are also being organised by
these brands. They majorly use social media platform in order to increase their customer base
and also, to promote their brand by providing various discounts, offers and steal deals. Revlon is
having more fan following than L'Oreal on various social media platforms like Twitter,
Facebook, Snapchat, etc.It has also been involved in innovative advertisements technique which
help Revlon to develop large customer engagement to this front
Social Media Marketing issues faced by L'Oreal
It is important that the strategy which an international brand is adopting should be global
not local. There are various social marketing campaigns which are solely and wholly for a
particular country. L'Oreal cannot apply the same marketing strategy for UK and India because
of different target markets and varying needs of customers in distinct geographical locations.
Further, any bad mouth can spoil company's reputation. If any customer makes a bad
tweet or post for L'Oreal on any social media platform, it can affect the brand's reputation.
Moreover, while handling customer's query on social media platform, L'Oreal needs to be very

cautious as it should craft the best possible reply for customers to make them satisfied all the
time.
L'Oreal has brand loyal customers. Negative eWOM can affect the brand image of company.
eWOM stands for electronic word of mouth. Negative comments and less star ratings can affect
the market of L'Oreal.
Resolution of the issues by social media platforms
It is important to understand the needs of customers. But feedback which can affect the
reputation of brand is not acceptable. Therefore, it is necessary for L'Oreal to make updates and
news feeds on facebook, twitter, snap chat very carefully which do not attract bad comments on
the post.. Customer's emotions should be taken care of. It should not hurt the sentiments of the
customers. Further, in order to prevent the brand from eWOM, L’Oreal can take the issues and
queries only on personal mails and chat boxes rather than taking it live in the presence of every
customer.
L'Oreal needs to develop the social media strategies which can be applied to all
irrespective of their geographical location. It will help in developing the common strategy for
all. Also, it will ease out marketing for the brand.
Existing social media marketing strategy of L'Oreal
Social media marketing strategies are adopted by a company in order to treat the issues
of customer engagement, to add value to the firm, to track and improve the efforts of marketing
as well as to identify various business opportunities (Heymann-Reder, 2012).
L'Oreal's marketing strategy is to focus on the audience. Its presence on social media is to stay
connected with the audience. It helps to understand the customer needs and help them with
queries arising about the product.
L'Oreal uses customer engagement strategy to engage with the customers.
Understanding them emotionally helps them to stay connected with them. It also increases the
brand loyally of customers towards a particular brand (Hanna, Rohm and Crittenden, 2011).

PART 2
Suggested social media marketing strategies for L'Oreal
L'Oreal can use content strategy where it can use platform in order to deliver content
about the brand. It includes new upcoming products along with their effective use. L'Oreal can
also use this platform to identify various business opportunities. Products can be introduced
based on the needs of the customers (Hoffman and Fodor, 2010). L'Oreal can also focus on
generation of new market from the existing market. It can be used by introducing a campaign
which can help them to identify new target market. It will help them to position an altogether
new market (Kim and Ko, 2010). It will also increase the customer database of brand. Another
strategy can be like L'Oreal should have specific and attainable goals, measurable outcomes,
relevant updates and bound to a specific time. It will help to get the outcomes.
Purpose and aim of the strategies
Various types of strategies are adopted by different kinds of businesses. L'Oreal has
been adopting social media marketing strategies in order to efficiently use the available social
media platform. Main purpose of strategies are to gain the insight of suitable customers (Hetter,
2010). Different kinds of market research activities can be performed only on social media
platforms where majority of customers meet and have dicsussion on various topics. Tapping
these customers will help L'Oreal to engage right kind of interest in the brand. It will help
L'Oreal to build and develop brand awareness and visibility. It is the suitable platform to
influence and promote variety of customers towards the existing and new products introduced
by company (Kim and Ko, 2012).
eWOM:
eWOM that is electronic word of mouth. Through social marketing media, it is easy to create
positive word of mouth among the people. It is a human nature, if one customer likes a brand it
will suggest to another and spread positive word of mouth about the product. This techniques
help L'Oreal to spread goodwill about the products of L'Oreal. Negative word of mouth affect
the reputation of brand to a great extent. However, positive word of mouth can make a brand to

grow and improve in the customer segments, leads and bounds (Kumar and Mirchandani,
2012).
Crowdsourcing
With the help of social media platform, it is easy to convey information to a large public in one
go (Michaelidou, Siamagka and Christodoulides, 2011). L'Oreal whenever comes with a new
product, it is easy to update it on social media rather than keep doing mails to each and every
customer whose email id is there in the customer database.
Facebook, Instagram, snap chat, you tube advertisements etc are used to apply the crowd
sourcing activity in order to attract majority of customers (Saravanakumar and
SuganthaLakshmi, 2012).
Key Metrics
Social media is an effective platform to develop the relationship with consumers.
Moreover, this platform can also be used to generate revenues and increase return on investment
of company (Stelzner, 2011). L'Oreal can measure the performance indicators of social media
platform. There are various parameters based on which the performance on social media
platform can be measured. Some of them are: Engagement of the customers, reach of the
customers, Leads and conversions.
Engagement of the customers can be measured based on likes, comments, share, brand
mentions and star ratings to the page of brand. If a brand has large reach but low engagement it
signifies that the content being uploaded is not important enough for the customers. The
newsfeeds are not eye catching or useful to the customers. The engagement of people on
Facebook, Twitter and Instagram shows the popularity of the page. The more interest people
show in the updates, more it will be shown in the newsfeeds.
Reach will measure how many people actually got an eye on the updates being made by
L'Oreal. Sometimes reach can be misleading. It doesn't show whether people attentively read
the content or were just available when the content was posted. The case can be that by mistake
they clicked on the update and didn't read or went through it.
Leads and conversions shows that how many people actually went on purchasing after
watching the content on the advertisement on the platform (Tuten and Solomon, 2014). It will

help L'Oreal to differentiate actual buyers among all. Potential customers can be tracked from
this parameters and based on the conversions special messages, thank you note or various other
offers can be extended to them in order to make them loyal costumers of LO'real.
CONCLUSION
From the entire report it can be concluded that L'Oreal has been following various types
of social media marketing strategies in order to increase the customer engagement. Few more
strategies that can be helpful for L'Oreal are suggested. Also, the aim of L'Oreal is to increase
the database and increase the visibility of brand among the customers. It has also helped to
increase the loyalty of customers. Having content on the social media pages increase the reach
and also help in increasing the leads and conversion rates. EWOM also plays an important role
in the reputation of the brand. Further, social media marketing has played an important role in
increasing the visibility of L'Oreal. Various advertisement tactics are used to achieve this goal.
L'Oreal has always been successful in achieving this goal. Social media marketing has helped it
to make it as a leader brand on digital front as well.

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