The digital marketing tools using by L’Oreal

Through face book, there are several benefits for brand to build the relationship with their customer. First, the brand fans can respond their opinion directly, which help the brand understand their royal customer;

and realized whether their customers have received the brand value that the brand would like to transmit. Since the customer who are willing to bring up their opinion, no matter it’s good news or bad news, it means that they have high involved in the brand. Second, through Facebook, it makes the brand to seriously face the customers’ opinion and criticizes. In the past, the message in the website is concealed，the negative often be ignore directly or be perfunctory treated. However, in the Facebook, the message is exposure directly, and to avoid affecting other buyers’ impression or purchase aspiration. Brand should give reaction and compensate at the first time, which also being a test for the brand crisis management. In the other side, since the message s public, the word-of –mouth can show to more customers, and through receiving the information from your true friends would make it more reliable and acceptable.

Last, many brands would make the customer involved in the

marketing procedure through the Facebook activity. For example, post an article to make the fans choose the slogan that they like better, or even have a contest activity to create an appealing slogan. While the customer involving in the marketing procedure, help the brand to build a deeper relationship with the brand fans.

Take L’Oreal consumer division brands compare with the competitor P&G and Shiseido. Shiseido has the biggest market share in the

self-selective market, which has fifteen brands( Za, neuve, UNO Men series, MA CHERIE, Majolica Majorca, WHITIA, INTERGRATE, Aqua Label, TSUBAKI, AQUAIR, Perfect Whip, TISS, FINO, super mild) in the self-selective market. And according to L’Oreal’s 2012 annual report, P&G is the biggest main competitor. From 2011, L’Oreal was the first one to announce to open the digital marketing war, the first change is

continually setting the brand Facebook. However, through observe the competitor Facebook building time, we find out not every L’Oreal brand lead the trend. Many Shiseido brands get into Facebook management earlier and we can see that P&G keep up with the trend after 2012.

Then, we compare the content of the different brands, we can found out since L’Oreal has more activity, so the Facebook have more

information and link to the activity. In comparison, the brand Facebook of Shiseido and P&G are more conservative, and have the similar content like blogger sharing, product use education, informal message to build the

closer relationship with the customers, etc.

True-view You tube:

In-stream ads play like a TV-style ad before or during another video from a YouTube partner. Viewers see 5 seconds of the video and then can keep watching or skip it. With this kind of digital marketing, it can help the company rise the product exposure rate, and push ahead the impulse shopping.

Maybelline

Garnier

Integrated Digital Marketing Activity:

Most brands of the competitors would have the activity only desperately on Facebook or through the tradition marketing place.

However, L’Oreal would combine the activity through integrated the tradition and digital media to completely implement the star product

Extending the” Star Product” strategy, L’Oreal has cooperated with the Iprefer Digital Integrated Marketing Company, and successful created many topicality activities. With these activities, the Facebook group is not only for the present exchange, but also have the new customer that

appealed by the marketing activity.

Maybelline- Falsies Big Eyes Mascara

L’Oreal’s product strategy of “highlight every star product” did a brilliant performance in the consumer brand-Maybelline.

Maybelline cooperates with Iprefer digital marketing company and held a series of experience activity to help the customer experience the specialty of Falsies Big Eyes Mascara- the effect of alike wearing the False Eyelashes.

1. The first step is the activity of four mission girl.

In the Maybelline Facebook, they have the four mission girl with heavy eyes make-up, two with the Falsies Big Eyes Mascara, while the other two wears False Eyelashes. And ask the Facebook fans who are the true ones with the Maybelline Product and leave the message to answer it.

In this step, Maybelline take advantage the disseminate of social media (Facebook, you tube) and the Convincible authority of famous blogger to build the expectation. The activity has ignited the topicality and attracted many mass media. The participants are surprised about the product effect.

2. exchange the real one with the fake one

After successful opening the topic in the Facebook, Maybelline took the fans out of the virtual world. With the topic of “Change the new one with the ex-loved” , let the fans get rid of the False Eyelashes! The fans just need to download the exchange ticket, and then they can change the Falsies Big Eyes Mascara with their old false eyelashes at the channel at the appointed period. The activity was very successful, and the exchange ticket was over in 30 minutes. Besides, there were many fans took the picture as a memory and post it on the fans group actively. This kind of spontaneity behavior would imperceptibly raise the activity exposure and word-of mouth, and appealed many new fans to the Maybelline fans group.

So except promoting the new product, but also increase the cohesion of the whole brand.

3. Elaborated a purple promoting car

The car went through Taipei city in the activity day. And as long as the passerby took the photograph of the car and post it to the Maybelline fans group, they can attend the lucky drew activity. In few hours, there were more than 70 pictures on the fans group, and make much discussion.

The promoting car is also the symbol of action, which revealed the meaning of saying bye bye to your false eyelashes

4. The tips of not wearing the false eyelashes

During the period of “exchange the real one with the fake one,

Maybelline also find six cosmetic expert to show how to use the product in the right way, in case of the wrong usage cause the unsatisfied result and build the reliability.

L’Oreal Paris-2011 extraordinary men show

Most male only wash their face without doing any skin care, L’Oreal Paris Men expert decide to help the men build the skin care concept and build the brand attitude in the mean while. They re-identify the skin care attitude of modern men: Wanna to surpass others? Surplus one more skin care step first! The activity invite two internet star-蔡阿嘎、鯰魚哥 to make their own promote video of HYDRA ENERGETIC . Separately combine their personal style and HYDRA ENERGETIC to interpret the ” extraordinary of modern men,” and deliver the skin attitude of Men Expert.

Then through voting in the Facebook to choose who is the successor of 吳 彥祖

Consumers are the best endorsers!

L’Oreal Paris Men expert introduce the moisturized lotion, and emphasize after using the product would be face glowing and show your confident. To magnify the product requirement, L’Oreal Paris invited Daniel Wu as the endorser. However, the problem appeared : will I be as handsome as Daniel Wu after using the product?

To break the distance, L’Oreal held the activity to invite the

consumers experience the product by them and directly feel the real profit of the product-handsome and stylish!

L’Oreal elaborated a “short time made stylish guy “car, combined the tradition outdoor event (show girl trial +outdoor exhibit interaction area) and the skill of professional photography, in-time digital group sharing.

Connect the whole program through outdoor to internet, let the consumer experienced like an endorser. And after the voting in the

Facebook, the winner can be the cover of the fans group of L’Oreal Paris.

Word-of- mouth

It has become a very mature tools to use the word-of mouth. Many people would share their product using experience on internet. Thus, it has become many people’s habit to surf others’ opinion before they make the purchasing decision, which also make a new occupation- professional bloggers in recent years. So many cosmetic companies may manipulate the tools by invite famous bloggers to use the product and share their opinion on the different channel to arouse potential customer to have the interest to the product. The main channels are beauty group, bloggers, Wikipedia, news and BBS. And according to the internet buzz research center, Fashionguide is the most popular beauty discussion group.

Figure 6 The ranking of group of word-of-mouth