Digital and Social Media Marketing Report for L'Oréal Paris Company

This report provides a detailed analysis of L'Oréal Paris' marketing strategies, focusing on digital and social media platforms. It begins with an introduction to marketing concepts, including the marketing mix and communication mix, and highlights the significance of digital and social media marketing in the contemporary business environment. The report then delves into L'Oréal Paris' specific digital marketing practices, examining effective social media content examples and successful campaigns, supported by screenshots. It explores the reasons behind the effectiveness of these campaigns, emphasizing emotional and interactive content. The report concludes by summarizing key findings and providing references, offering valuable insights into how L'Oréal Paris leverages digital channels to engage with its target audience, build brand recognition, and drive sales in the competitive beauty industry. The report also highlights how the company uses social media for customer interaction and data generation to better understand customer behavior and trends, ultimately informing their marketing activities and product development.

Report Plan and
Evaluation of Sources

Table of Contents
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Marketing ...................................................................................................................................4
Marketing mix and communication mix.....................................................................................5
Digital Marketing........................................................................................................................5
Social media marketing...............................................................................................................5
Importance of digital and social media marketing in the contemporary businesses environment
.....................................................................................................................................................6
PART 2............................................................................................................................................7
Examples of social media contents which worked very effectively...........................................7
Screenshots of effective campaigns............................................................................................8
Reasons of effectiveness of social media contents.....................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to an activity in which an organisation carries out their promotional and
advertising activities to educate the targeted audience and market about the product or services
which the have to offer. Marketing is very essential activity for any organisation because through
this only they can make aware the audiences about the products features and usage in their lives.
Marketing includes selling, advertising, delivering and distribution of goods in the market place.
An organisation uses various strategies through which they can market their product into the
market place, a lot of strategies for formed which can enable the organisation in the creating and
awareness about the product. For reference purpose this report has taken an example of an
company, L'Oréal Paris. L'Oréal Paris is a French multinational company which engages in the
business of production of personal care products. These products may include hair care products,
cosmetic products and the like. The company was establish in the year 1909 by Eugène
Schueller.
This report discusses about marketing, marketing mix, communication mix, social media
and its importance (Boulianne, 2020). The report also includes the social and digital media
platforms where the company runs its campaigns along with the standards and models for digital
marketing.
PART 1
Marketing
Marketing is a process in which the organisation advertise, promote, sells and distributes
the products and services which an organisation has to offer. This field includes the activity of
researching of market, gathering of important data, targeting of market and application of
strategies which focus upon knowing the behaviour of customers and the trends which are
running into the market place. An organisation before implementing its marketing activities has
to form a strong marketing plan so that they can perform these activities with ease and with the
minimum risk. Organisation also gathers the information about the strategies and trends which
they can use to make their plan more successful (Coelho, Correia and Medina, 2017). As in the
case with Loreal Paris, the company uses various platforms to educate their customers and target
group about their products which they have just launched or about to launch.

Marketing mix and communication mix
The marketing mix is the framework which is used by an organisation for forming the
marketing strategies. The marketing mix consists of 4P's according to which the organisation
make the further plans about their marketing activities. The marketing mix of Loreal company
can be as:
Product: The item which the company has to offer to the audience is refers to a product. The
product in the case with this company are the customer care products like hair care products, skin
care products and much more.
Price: It refers to the cost of the company. The prices which the company has set for its products
are quite costlier to afford. They have adopted the value based pricing in which they have set the
prices according to the level of value that product would going to product to their customers.
Promotion: As Loreal Paris company is a multinational company it carries out its marketing
activities at various countries in the world. The promotional and advertising activities performed
by the company is according to the nation in which it would be presented. The brand have very
attractive ambassadors who automatically set the standards for the company. They use both
traditional and digital platform to conduct their marketing activities.
Place: The place refers to the platform where the company distributes its products. The company
distributes its product at both online and offline platforms. The online platforms may include the
e- commerce or shopping sites like Amazon, snapdeal and etc. from where the customers can
visit and purchase the products. The customers can also purchase these products at retail or mega
stores also.
Digital Marketing
Digital marketing is when the marketing and advertising activities are done through the
help of internet and digital sources (Crockett, 2017). The marketing and advertising activities
done through digital platform helps the organisation in having the greater reach to the audience
at a time, it also helps in saving the cost and using the creative skills to present the product or
service offered to the audience. Performing the marketing activities through the digital platform
has now become a trend as well as a need for any organisation.
Social media marketing
Social media marketing is a type of marketing in which the organisation uses the social
platform for performing the marketing activities in the targeted group. These social platform may

include facebook, instagram, Twitter, their own websites and much more. Marketing performed
through these social platforms would help in performing the better interaction with the followers
or customers. There the company can directly stay into the contact with customers and can solve
their issue or problems accordingly. It is a great platform to have a connect with customers.
These marketing activities would also help the organisation in increase in sales, awareness
among the customers, brand value and goodwill, better customer interaction and much more.
Importance of digital and social media marketing in the contemporary businesses environment
The digital and social media marketing has become a need in this business environment
because the competitors of the organisation are all make the effective use of this platform
(Kavada, 2016). The marketing activities done through digital and social platform gives more
advantages to the company as compared with the traditional marketing activities. Some of the
importance of social and digital marketing may include:
Brand recognition: It as been noted that the people prefer to spend more spare time at
internet platform. According to the report an average time spend by a person at internet and
social site is approximately 4 hours and 30 minutes. This data can be used in planning the
marketing activities for the company. The advertising and promotional activities which shots at
digital and social media reaches to the greater audience generating an awareness about the same
among the customers.
Increase in customer base: Through the effective and efficient use of social marketing
an organisation can increase its customer base. These activities would generate the awareness
among the audience and may push or influence them to make a purchase the product. As in the
case with Loreal Paris company the marketing activities performed is at very huge level which
targets a very large masses of audience in the market.
Generation of data: Through the use of digital marketing, the company collects the data
from the traffic sites so that they may know about the trends which are running into the market,
the flow of the customers at the internet can be monitored which can help the organisation in
knowing the behaviour, needs and wants for the customers. The generated data can be used in
forming the marketing activities or the product for the organisation (Marres, 2017). For example
if majority of people at the internet source searches about the remedies for hair fall then through
that the company can come to know about the problem of the customer and would come up with

the product which can solve their issue for hair loss. Providing the products which customers
want will enable the organisation in getting increase in the sales of the their product.
PART 2
Examples of social media contents which worked very effectively
The social media platforms has taken a higher edge in presenting the marketing and
advertisement activities at social platforms. The companies are finding out the ways in which
they can present their content in more effective and efficient way so to attract the attention of
audiences. As in the case with L'Oreal company they can come up with the following two
contents which would work effectively in garbing the attention:
Contents with strong positive emotion
It has been noted and observe that the contents which are related to some emotions or
feelings are the contents which attracts much of the attention from the audience. For example if
the post of any picture, video, article or blog which shows some emotions like empowering
women, women education, and etc. will going to grab more attention of the targeted audience.
From such content the customers or viewers will gain the interest in the company and also in the
products or services they have to offer. The emotions which the contents carry goes directly to
the heart of viewers. These activities also increases the goodwill of the company along with the
brand awareness and reputation. These contents put a great impact upon the believes and
situation of the audience that enables them to directly connect with the company. As in the case
with Loreal company, they deliver the content which promotes the women empowerment with a
tag line of “ you are worth it”. The content which are written related with this topic gives a
confidence and self motivation to the viewers.
Interactive content
The companies also observe that the content which involves the interaction of audiences
gets the attraction of most of the customers. For example The loreal company came up with a
game at Instagram, one of the most famous social media platform in which they launches a
product while engaging the customers or the followers in the game. In such type of interaction
the company major aim was to introduce the product in the market along with the interactions
with its followers (Paz Aléncarn and Tsagkroni, 2019). At this way the company also got a
chance to get engage with the audiences and know about their feedbacks and reviews.

Screenshots of effective campaigns
There are various campaigns which the company L'Oreal Paris come up with. All these
campaigns performed by the company where so effective that they helps in increases the
customer base for the company by reaching to the highest level of awareness. Some of the
campaigns done by L'Oreal company may include:
The company came up with an Campaign in which they show their concern upon the matter of
injustice done with black people. In that campaign the company Munroe Bergdorf who herself
suffered with such injustice due to his skin colour. By putting Munroe Bergdorf as a lead model
the company encourages the fundamental right of giving equality to all people irrespective to
their caste, colour, background and much more.
The company came up with another campaign with a tag line of “You are worth it” which
provides the encouragement to all the women. The campaign had a motive to give confidence

and power to women to go for the things which they have dreamt about for themselves. The
campaign got so famous among audiences which resulted into an increase into the sales and
customer base for the company.
Reasons of effectiveness of social media contents
The organisations put seek major focus upon the content which they present before
audiences because:
Connects with brand: The content which the company presents before the audiences helps them
in building up a connection with the company. Through the type of content which the company
is presenting shows the thoughts and the ideas which company wants to deliver to the targeted
audiences. Also the content which is presented by the organisation needs to be in relation with
the products and true benefits which the customer would get from the products. When the
content shows the direct relation with the company's motive then it presents a positive
impressions upon the audiences.

Helps in becoming the authority: When an organisation first points out the issue or problem
which are running into the society then it can gain more publicity in the social media because the
content brought up by the company is fresh and relevant that seeks the eyes of many viewers.
CONCLUSION
From the report presented above, the digital marketing and social marketing has been
explained. The digital marketing is the implementation of marketing activities in which an
organisation performs its marketing activities with the use of internet sources and digital
platforms. Social media marketing is the tool of marketing in which the an organisation performs
the marketing activities at the social media sites such as Twitter, Instagram, Facebook and much
more. The report also includes the impact of effective content upon grabbing the attention of
audiences.

REFERENCES
Books and Journals
Boulianne, S., 2020. Twenty years of digital media effects on civic and political
participation. Communication research. 47(7). pp.947-966.
Coelho, P. M., Correia, P. P. and Medina, I. G., 2017. Social media: A new way of public and
political communication in digital media. International Journal of Interactive Mobile
Technologies (iJIM). 11(6). pp.150-157.
Crockett, M. J., 2017. Moral outrage in the digital age. Nature human behaviour. 1(11). pp.769-
771.
Kavada, A., 2016. Social movements and political agency in the digital age: A communication
approach. Media and Communication. 4(4). pp.8-12.
Marres, N., 2017. Digital sociology: The reinvention of social research. John Wiley & Sons.
Paz Aléncar, A. and Tsagkroni, V., 2019. Prospects of refugee integration in the Netherlands:
Social capital, information practices and digital media. Media and Communication. 7(2
Refugee Crises Disclosed), pp.184-194.