A human-centric approach, powered by digital
At the heart of consumer engagement, but also of the reinvention of services and métiers, L’Oréal puts the effectiveness of its digital expertise at the service of the brands’ key advocates: beauty advisors, influencers, prescribers and consultants.
Reinventing the role of beauty advisors in an omnichannel world
In an era of human-centricity empowered by tech, L’Oréal supports the reinvention of the beauty advisors’ métier. The Digital teams play a key role in providing agile interactive tools to help beauty advisors engage and share best practices, as well as supporting them in leveraging digital skills and helping them master new uses to connect with younger consumers. From selling in store to providing advice at every touch point, the metamorphosis of the beauty advisor’s role is at the heart of the retail transformation.
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Luxury Beauty Tech
Partnering with prescribers and influencers
The opinion leaders, beauty advisors, stylists and dermatologists who are the voice of brands play an active part in digitalising the beauty market, while strengthening the trusted relationship with brands. Through their unparalleled talent, expertise, and mastery of social media, they make it possible to reach ever wider audiences. CeraVe is particularly representative of this approach, having built its skincare brand around professional advice from dermatologists, a commitment conveyed on the packaging itself. Today’s consumers are keen to know more about their skin issues and deal with them more effectively. CeraVe paired professional recommendations from partner dermatologists and influencers on social platforms such as TikTok and Twitter, where the brand’s co-founder, Tom Allison, is very active. This combination drove CeraVe’s success on social media. The brand was one of the most viewed in the United States in 2021. This awareness is underpinned by the unwavering commitment of skin advisors, who embody CeraVe’s added value in their receptiveness, interaction, training and professional expertise.
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Digital solutions help to build special relationships with stakeholders
Care-based conversations and relationships
L’Oréal’s success in China has led to a rush of new conversations between brands and consumers. Questions previously dealt with by email and telephone are now handled via WeChat, allowing brands to stay closer to consumers and build long-term, care-based relationships. More than 60 million conversations can be handled at once, all in real time, thanks to automation. A bot is programmed to refer consumers to consultants, based on the information they need. At the same time, it can provide consultants with content, suggested replies and targeted information that consumers are likely to expect. The AI-based system provides a platform to help consumers find what they need more quickly, building care and relationships.
