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3 keys to L'Oreal's content marketing strategy

3 keys to L'Oreal's content marketing strategy Kristen Comings
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Education


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.


Empowerment


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.


Aspiration


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.


How does L'Oreal Paris maintain these pillars?


Active social listening
How does L'Oreal Paris learn about its audience? By keeping eyes and ears focused on its social platforms. Social listening is a huge way the brand stays connected with its audience and relevant with the topics it plans to cover. Getting real-time feedback from customers and responding to that feedback are critical touchpoints for a relevant and successful content marketing strategy.


Measuring success of content marketing strategies
While it varies from campaign to campaign, the basic idea remains; success for L'Oreal is defined by making sure it is seen as the most fashionable and approachable beauty brand on the market. For how-to videos and DIY, metrics such as time spent on page and viewer feedback (comments) are observed to provide realistic insight into the content's success. For larger strategies, such as for Project Runway, it gets trickier to define success. However, the basic philosophy is to set up a presence at the event that ensures the company is positioned as the main brand associated with beauty and fashion.



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"Woman putting makeup on by professional styling people" via Shutterstock.

Kristen Comings has served as vice president of integrated marketing communications for L'Oréal Paris USA since December 2010.  She oversees integrated marketing efforts for the brand's four beauty categories: cosmetics, skincare, hair...

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