Here’s Why L’Oreal Is Entering Into A Partnership With On-Demand Beauty Service Provider, The Glam App

L’Oreal is known to wow its customers with innovative products and digital launches. In a recent bid to further its customer reach, L’Oreal has entered into a partnership with The Glam App, a leading mobile platform providing beauty services on demand in 20 cities across the globe.

On May 8th, L’Oreal Paris will launch a partnership with The Glam App for an exclusive artistry program that will let customers enjoy L’Oreal’s premium beauty products and services on demand. The Glam App platform has a fast growing stylist and user base and is also known to host beauty workshops for stylists. The program will be launched on the third annual The Glam App Academy educational styling program to be held in Miami. L’Oreal Paris and The Glam App will host close to 2,000 makeup, beauty, and hair stylists for a full day at The Academy. Prior to the launch, L’Oreal will also release several looks on The Glam App for its users to select from.

L’Oreal Paris has been hiring The Glam App’s professional stylists for its various events, so far. With this collaboration, the stylists will have access to L’Oreal’s beauty products that will reach the users through the stylists. L’Oreal’s products, in turn, will be promoted by these stylists creating a greater potential customer base for the company.

L’Oreal’s investments in digital platforms and advertising is the highest in the industry. The company’s allocation of its media budget for digital grew from 15% in 2013 to 30% in 2016. Last year, it chalked out a plan for  large scale expansion of its online media reach and announced some new digital upgrades or investments almost on a monthly basis. A few of the initiatives taken by the company in 2016 include: the launch of a stretchable skin sensor designed to monitor ultraviolet light exposure via a wearable called My UV Patch, the formation of L’Oreal’s Beauty Squad with five of the most influential YouTube beauty vloggers, the partnership with Founders Factory, and the global alliance with augmented reality app company Modiface to launch several beauty apps. In January 2017, besides selecting five startups for its accelerator program, L’Oreal also launched a digitally connected ‘smart’ hairbrush called the Kerastase Hair Coach. We expect L’Oreal’s percentage of digital spend to keep growing in 2017 with its constant pursuit for dominance in the beauty industry.

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