Here’s How L’Oreal Paris Is Gaining Further From Its ‘Beauty Squad’ Team

We have previously explored how the hiring of social media influencers and specifically, the formation of the Beauty Squad could increase L’Oreal’s appeal to its users and grow the company significantly. We had spoken about the diverse team and the Squad members’ genuine connections with their followers coupled by their knowledge and expertise as some of the reasons behind why we think this is to be a successful initiative. However, in a recent interview, Adrien Koskas, General Manager at L’Oreal Paris U.K revealed some more ways in which the members of this Beauty Squad are helping the company with advertising contents, promotional campaigns, and even formulating better products.

• According to Koskas, the Beauty Squad acts like the consumers’ mouth pieces, letting the company know what works and what doesn’t work for it.
• They help L’Oreal Paris with not only campaigns but also with the contents of their advertisement and the products that will appeal to a diverse range of customers. For example, for its recent concealer launch, the Squad members helped in creating easy how-to videos which will help make the product more acceptable even to novice beauty users.
• In March, 2017, the Beauty Squad was taken to L’Oreal Paris’ laboratory where they discussed and gave their opinions about the products they approved or didn’t approve of.
• What creates a greater trust between the company and its consumers is the fact that these members are not bound by exclusive contracts with L’Oreal Paris. Hence, they can also promote rival beauty brands on their channels implying that they will only give positive reviews for L’Oreal products that they genuinely like.
• The inclusion of a diverse team also ensures that L’Oreal experiments with the introduction of never before pigments for its beauty products. The shades, more suitable to diverse skin tones might not have been a part of its offering previously, but with the advice of its Squad such variants are being available thus making the company attract a larger clientele base. The brand’s image also becomes more inclusive in people’s mind and that’s definitely a gain for a brand which wants to reach every corner of the world.

Editor’s Note: We care deeply about your inputs, and want to ensure our content is increasingly more useful to you. Please let us know what/why you liked or disliked in this article, and importantly, alternative analyses you want to see. Drop us a line at content@trefis.com

Notes:

See More at Trefis | View Interactive Institutional Research (Powered by Trefis)

Get Trefis Technology