Smart brands boil complex ideas down to essential pillars for success. With content marketing, here's how L'Oreal Paris approaches the space so effectively.
L'Oreal Paris is a trusted brand. The company boasts high brand loyalty and terrific repeat business. Once a female consumer finds a makeup or beauty product that she likes, she tends to stick with it. This opens L'Oreal Paris up to a whole host of content marketing opportunities around education. How-to videos, DIY, and providing facts to consumers are essential ways the brand promotes itself to its customers, all while providing useful information and attracting new fans.
L'Oreal is all about empowering its customers. The company promotes itself as more than just a cosmetic and beauty brand but as a source of strength and confidence for its consumers. L'Oreal is vigilant about making sure its content empowers customers and leaves them with a positive outlook toward the brand.
By sponsoring events such as the Golden Globes and Project Runway, L'Oreal has positioned the brand as trademark for aspiration. The glamor of an awards event or the high prominence of a fashion show are perfect places for L'Oreal to insert and establish itself as the product to purchase if you want to improve yourself and reach higher goals for health and beauty.
Kristen Coming, VP of integrated marketing communications at L'Oreal Paris, speaks to iMedia about how the company tackles the content marketing world and explains why this approach has had such a resurgence recently.