{"id":1520,"date":"2016-05-10T10:50:40","date_gmt":"2016-05-10T10:50:40","guid":{"rendered":"http:\/\/www.2open.biz\/?p=1520"},"modified":"2016-05-10T10:57:10","modified_gmt":"2016-05-10T10:57:10","slug":"loreal-digital-marketing-china","status":"publish","type":"post","link":"https:\/\/www.2open.cn\/?p=1520","title":{"rendered":"L\u2019Oreal Digital Marketing Campaign in China"},"content":{"rendered":"

In the first half of 2015, L\u2019Oreal\u2019s<\/strong> financial statement reported revenues of 12.82 billion euros worldwide. In comparison with 2014, there was an increase of 14.7%, which is the fastest growth that the company has had in the past 20 years<\/strong>. Its digital marketing campaign was not the exception, with an outstanding 40% increase in online sales<\/strong>, exceeding 1 billion euros; it represented 5% of the company\u2019s total turnover strengthening its position in the online market.<\/p>\n

Nowadays, in the cosmetic & beauty industry, 70% of customers search products online<\/strong> before<\/strong> they actually buy them<\/strong>, which means that social media must play a big role in this. Why? You might be wondering, well, the importance of knowing consumer\u2019s needs and preferences enables companies to come up with tailored ads and maximize their marketing budget. Many industries have transitioned from the classic marketing model into its modern version to further understand consumers and optimize results.<\/p>\n

It seems that the upcoming era is digital, the society now is constantly connected with their mobile phones, and people are interacting on social media all the time. Most Chinese people<\/strong> love to share moments of their daily life via Weibo or Wechat<\/strong>, these social mobile applications gather a lot of Chinese young people who are potential online buyers, this is one of the main reasons why this new consumption model results so profitable.<\/p>\n

Taking all of this into account, L\u2019Oreal<\/strong>, the global beauty brand<\/strong>, keeps track of trends and maintains strong competence in the Chinese online market.<\/strong> The business credo for the marketing industry \u201cwhere are the consumers, where are we\u201d is practiced well by L\u2019Oreal<\/strong>. In fact, in the digital marketing revolution<\/strong>, L\u2019Oreal<\/strong> is not only expanding its e-commerce channels, they also apply a complete strategy to digital marketing.<\/p>\n

All the product and services have to be digitalized<\/h3>\n

For instance, on the CES conference in Las Vegas, L\u2019Oreal<\/strong> released a patch for sun-induced skin damage – My UV Patch, helps users track real-time ultraviolet exposure damage on the skin with the help of an App. In addition, L\u2019Oreal<\/strong> has also launched a mobile App called Makeup Genius. The App can help users find their own appropriate makeup. Most Chinese<\/strong> people are shy and they do not dare to try exaggerated makeup, with this App users can try hundreds of makeup options and share on various social platforms. In the future, L\u2019Oreal<\/strong> will try to launch more service-oriented App.<\/p>\n

\"Makeup<\/p>\n

-L\u2019Oreal APP for IOS<\/p>\n

Digital involvement into every step of decision-making<\/h3>\n

In the buying decision process<\/strong>, customers experience<\/strong> 4 steps: identifying, considering, purchasing, and sharing<\/strong>. L\u2019Oreal gets involved in every step of the process. For brand awareness, they launched a video advertisement on the entire media platform of Weibo and Wechat. For the decision-making stage they issued a series of makeup tutorial videos on Youku and finally let the users use social media to share their purchasing experience. With this, the entire consumer decision-making process is digitized.<\/p>\n

\"L'Oreal\"L'Oreal<\/p>\n

-L\u2019Oreal official account on Weibo and Wechat<\/p>\n

Take this case for example, in the 2015 Cannes Film Festival; L\u2019Oreal<\/strong> launched a video advertisement on Wechat<\/strong>, where L\u2019Oreal\u2019s stars would post their pictures and voice message saying \u201cI am in Cannes, will you come? \u201d and a link to L\u2019Oreal\u2019s e-commerce page<\/strong>. Through this event L\u2019Oreal attracted a lot of fans and potential customers, and the brand\u2019s social influence was digitalized.<\/p>\n

\"L'oreal<\/p>\n

-L\u2019Oreal Cannes Event on Wechat<\/p>\n

All brands on digital platforms<\/h3>\n

Based on the first two points, L\u2019Oreal Group including Lancome, Maybelline, L\u2019Oreal Paris and other brands, try to position themselves, as much as possible, on various digital platforms, that is, \u201cwhere are the consumers, where are we\u201d. Since, nowadays, almost all of the customers are online, L\u2019Oreal has to be searched and discussed as much as possible by customers in order to gain more popularity in the digital world.<\/p>\n

\"L'oreal<\/p>\n

-L\u2019Oreal brands on Weibo<\/p>\n

When analyzing L\u2019Oreal\u2019s digital marketing strategy<\/strong>, it is worth noticing that this giant enterprise takes digital marketing as a key element of responding to the rising demand among beauty consumers<\/strong>. The O2O (online-to-offline)<\/strong> model gradually drives the enterprise transforming it into a new business model. Digital marketing<\/strong> could not only develop a new market but also help to create a new CRM (Customer Relationship Management) system for other companies. We believe in the future and Chinese digital marketing<\/strong> will become more and more important in the following years.<\/p>\n

Have you learned Chinese yet?<\/p>\n

If you have any questions or require any information about our <\/span>services, please do not hesitate in contacting us<\/a>, our group of specialists will happily <\/span>assist you.<\/span><\/p>\n

This article was edited by Andres Arroyo Olson from 2Open.<\/p>\n","protected":false},"excerpt":{"rendered":"

In the first half of 2015, L\u2019Oreal\u2019s financial statement reported revenues of 12.82 billion euros worldwide. In comparison with 2014, there was an increase of 14.7%, which is the fastest growth that the company has had in the past 20 years. Its digital marketing campaign was not the exception, with an outstanding 40% increase in<\/p>\n","protected":false},"author":17,"featured_media":1528,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[14,1,16,5,18,4],"tags":[165,394,395,112,392,393,396,121,399,65,178,389,398,391,390,400,401,37,43,397],"_links":{"self":[{"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/posts\/1520"}],"collection":[{"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.2open.cn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1520"}],"version-history":[{"count":3,"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/posts\/1520\/revisions"}],"predecessor-version":[{"id":1529,"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/posts\/1520\/revisions\/1529"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.2open.cn\/index.php?rest_route=\/wp\/v2\/media\/1528"}],"wp:attachment":[{"href":"https:\/\/www.2open.cn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.2open.cn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.2open.cn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}