How L’Oréal Leveraged Facebook for Maximum Digital Impact Across Three APAC Countries
Not many companies have as intimate a relationship with their customers as L’Oréal, the world’s biggest beauty and cosmetics company. Established in Paris in 1909, L'Oréal has helped millions of people feel beautiful and pampered every day ever since its inception. L’Oréal’s extraordinary growth depended on numerous acquisitions like that of Lancôme, Maybelline, and Redken. However, it was its digital presence on Facebook that helped L’Oréal make deep incursions into its potential customer base in the APAC region where it holds great influence.
So, here is how L’Oréal made the most of Facebook and drove maximum digital impact through its campaigns.
1. L’Oréal Thailand
L’Oréal Thailand ran an online campaign with Facebook Collaborative Ads with a leading health and beauty retailer in Thailand to boost its in-store sales.
L’Oréal Thailand wanted to run a digital sales campaign and directly measure the impact on its offline sales.
Solution & Approach
L’Oréal ran an online e-commerce campaign with Facebook Collaborative Ads and joined hands with a leading health and beauty retailer in Thailand to measure the impact of this campaign on in-store sales.
The Collaborative Ads campaign featured a video ad in collection format, where the primary video displayed products from L’Oréal Paris, Maybelline New York, and Garnier. The video also highlighted product promotions and available discounts on the e-commerce platform Lazada and the images automatically displayed products from L’Oréal’s e-commerce store.
L’Oréal used automatic placements to deliver ads cost-effectively across Facebook, Instagram, and Audience Network, and used Facebook’s reach and frequency targeting to reach people several times over the campaign period.
L’Oréal Thailand’s Facebook campaign performed even better than their expectations and led to a 32% increase in their offline purchases and a 31% boost in their revenue from these sales. Also, the campaign reached 7.9 million people and the return on ad spend was 17x.
2. L’Oréal Singapore
L’Oréal Singapore ran its first Collaborative Ads campaign in partnership with Sephora during COVID-19 to boost sales in Singapore.
L’Oréal Singapore sought to find a creative way to re-engage its audience and boost sales as cosmetic sales were down in the country due to COVID-19.
Solution & Approach
L’Oréal ran a campaign using Collaborative Ads to drive online sales in Singapore via popular beauty retailer Sephora during its May Sales Day event.
Using Collaborative Ads, L’Oréal automatically displayed the products from the catalogs of three L’Oréal brands sold via Sephora on Facebook. The video ads were in the collection ad format and showed the products people were most likely to be interested in, based on past browsing behavior and linked to Sephora’s online store.
L’Oréal and Sephora’s Collaborative Ads campaign was broadly targeted to women in Singapore with an interest in cosmetics. The beauty brand worked with agency iProspect to set up the campaign using Facebook’s best practices, and L’Oréal, Sephora, and iProspect worked together throughout the campaign to ensure it was fully optimized. The Collaborative Ads ran across Facebook and Instagram, with campaign budget optimization used to identify the best-performing ads.
L’Oréal Singapore’s Facebook campaign delivered decent results with a 6.5X return on ad spend and a 2X increase in average sales versus the previous sales period.
3. L’Oréal Malaysia
L’Oréal’s luxe division includes many makeup and skincare brands that are especially popular in Malaysia.
L’Oréal Malaysia sought to increase its sales in Malaysia by embracing the trends of conversational commerce and live streaming.
Solution & Approach
L’Oréal decided to host a 24-hour sale and an all-day virtual beauty festival via Facebook Live for its luxe division, which includes brands such as Kiehl’s, Lancôme, YSL, Armani Beauty, Shu Uemura, Biotherm, Urban Decay and IT Cosmetics. During the event, each brand had 1.5 hours to feature its products; introduce celebrities, industry experts, and beauty influencers; and host giveaways and flash sales.
To enable a simple and seamless ordering process L’Oréal engaged Facebook Marketing Partner Jumper.ai to build an automated experience for each of the brands. During the Facebook Live event, presenters encouraged viewers to use a dedicated hashtag in the comments, which triggered a personalized conversation via Messenger. Customers could then interact with a beauty advisor for a one-on-one consultation, place orders, and follow guided assistance to make payments.
In the lead-up to the virtual beauty festival, L’Oréal ran a Facebook ad campaign in partnership with digital agency Wavemaker and creative agency IDOTYOU. After the live event, the beauty company ran a campaign with dynamic ads to reach its usual audience as well as the live audience.
L’Oréal Malaysia’s Facebook campaign performed exceptionally well and reached 2.6 million people with a 12% post-engagement rate. Also, it enjoyed a 4X increase in sales in comparison to its daily average.
While L’Oréal was already a mega brand even before Facebook was around, the beauty and cosmetics company succeeded in amplifying its online reach mainly due to the Facebook campaigns that it ran across the world, including the Asia Pacific.
Facebook has emerged as one of the most highly sought platforms for brands to get their message across to their clients and other potential customers. With its various features like video ads, ads in stories, links ads, photo ads, and Facebook Live; Facebook offers you a plethora of options that you can leverage to present your brand’s story in the most interactive way. All you need is a good marketing plan and then a solid strategy to put it into motion- pretty much like L’Oréal.