DIGITAL MARKETING INDIVIDUAL

REPORT
SUBMITTED BY: Paridhi

Malik ROLL NO: 20DM149

SUBMITTED TO: Prof. Krishna Akalamkam

 1. INTRODUCTION

L’Oreal was founded in the year 1909 by Eugene Schueller, a French chemist who developed
an innovative hair color formula. Today, the L’Oreal Group is the world's largest cosmetics and
beauty company and its headquartered is in the Paris suburb of Clichy, France. It got its start
from the hair color business but soon it developed activities in the field of cosmetics,
concentrating on skin care, sun protection, makeup, perfumes and hair care. L’Oreal main
branches are Cosmetics, The Body Shop and Dermatology. L'Oreal is active in the
dermatological and pharmaceutical fields, however Cosmetics is the key revenue generator. It
is also the top nanotechnology patent-holder in the United States.

L’Oreal famous advertising slogan is "Because I’m worth it". It has recently been replaced by
"Because you're worth it". Its portfolio of brands includes the cosmetics range of L'Oreal Paris
and Maybelline NY, shampoo range Garnier, luxury products such as Lancome and active
cosmetics such as Vichy. Its closest global competitor in the premium make-up segment is
Revlon.

India’s contribution to the growth of the global cosmetics market is about 60 per cent. The
beauty and the wellness sector in India are on a boom. L’Oreal started its operations in India
thirteen years ago. The share of the Indian market to L’Oréal’s turnover of 15.8 billion is small,
but is growing. It operates in India through its wholly owned subsidiary, L’Oreal India has four
divisions —consumer products, professional products, active cosmetics and luxury products.
The biggest contributor to its revenue in India is the consumer products division led by its
strongest brand in terms of sales - Garnier.
2. STRATEGIES ADOPTED
L’Oreal is a tone of the top global brands. That is why L’Oreal advertisements are on par
with the best in the industry. In L’Oreal Marketing Strategy attractive and famous
models and celebrities are used for promotions. In India, former Miss World Aishwarya
Rai Bachchan and Sonam Kapoor have been its brand ambassadors. The loreal ad
containing these celebrities are telecast on television channels, radio, fashion
magazines, hoardings, and neon signs.

Free product samples are distributed to salons across the country to increase the
product adoption rate. Sometimes, discounts are also given to promote products. Being
a top makeup brand, it has also started using internet marketing to increase its sales.

2.1 SOCIAL MEDIA STRATEGY

L’Oreal Men has competitors like Nivea Men and Neutrogena Men as they too focus on
products that cater to men’s skin needs. Nivea and Neutrogena both have a similar line of
men’s products like face washes, masks, moisturizers, etc.

Nivea has the largest number of followers on Facebook which is a major social media
platform to reach out to potential customers. Nivea is followed by Neutrogena and L’Oreal
comes last among the three in the number of followers that it enjoys on major social
media platforms like Facebook, Instagram, and YouTube.

The company to combat competitor challenges has adopted some new ways for
digital transformation through the following:

DIGITAL TRANSFORMATION:

L’Oreal launched Makeup Genius, a mobile app that allows consumers to virtually try on
makeup. The app scans a customer's face, analyzes more than 60 characteristics, then
virtually displays how various products and shade mixes can be used to achieve different
looks, in real time. Consumers can select a look they like and directly order the right
products with just the press of a button.
HARNESSING THE POWER OF DATA:

For their Maybelline Master Contour makeup line, L’Oreal partnered with Google to
learn about the specific contouring questions and concerns consumers had, so we could
better identify, predict, and meet customer needs.

They also made a series of quick how-to YouTube videos that demystified the art of
contouring in three simple steps. The videos were personalized by intent and
demographics, to ensure we answered the primary question the shopper had, and gave
them the best advice for their skin color and type.

This data-driven approach helped them reach more than 9 million people with our
videos across contour-me-quick customer segment.

REIMAGINE STORYTELLING:

For consumers to engage with a story, its relevance must be proven quickly. Sometimes it
only takes a few seconds to deliver that key message. When L’Oreal launched their Root
Cover Up spray, we created a YouTube ad that demonstrated the core value and
usefulness of the product within the first six seconds. Consumers who loved what they
were seeing could then choose to watch the full video and learn more
2.2 DIGITAL MARKETING STRATEGY:

Deploying a digital marketing strategy and interacting with consumers in a personalized

way is not easy. It is even more challenging when you are an international multi-product,
multi-division, multi-language group trying to promote about forty brands on 5
continents.

However, this is the challenge that L’Oréal, the world leader in cosmetics, is tackling with
Sprinklr’s support. One of the ambitions of L’Oréal as part of its 20-50-100 strategic
objectives (20% sales via e-commerce, 50% from packaged consumers and 100% from
love brands) for 2020 is primarily to improve consumer brand preference and create
“Love
Brands”. In 2017, the L’Oréal group chose Sprinklr to accelerate its social media
strategy and improve the customer experience.

To understand consumers’ expectations and better serve them, the L’Oréal digital team is
designing a social marketing model which it calls Listen-to-Engage. This model is based on
bringing product, marketing and customer service departments together on the Sprinklr
platform to collaborate and personalize customer interactions at scale. This model has
four main parts:

 Listening to all social channels, blogs, forums and news sites to monitor
brand reputation and collect consumer insights that will feed product
marketing.

 The publication of content on brands’ social accounts and engagement with

consumers. Community managers use Sprinklr’s social listening capabilities to
detect interesting conversations and communicate in a reactive and personalized
way with consumers, but also to work on amplifying publications through paid
media.

 Detecting influencers to deploy a brand ambassador program. Customer care

across social channels L'Oréal
A UNIFIED PLATFORM FOR CUSTOMER EXPERIENCE MANAGEMENT:

Ultimately, L’Oréal benefits from a unified vision for customer experience management that
improves internal collaboration. Ultimately, thanks to Sprinklr’s unified customer experience
management software, the front office teams interacting with external audiences have a 360°
customer vision which enables everyone involved – consumers, prospects, partners,
ambassadors or influencers – to experience the different L’Oréal brand contact points in a
consistent manner. This is a major asset, particularly when it comes to developing brand
experiences at a global level.

3. ANALYSIS
A deep dive into the social media habits and performance of L'Oreal:

L'Oreal has one of the largest social media presences of any brand around the world. As
part of its social media strategy, L'Oreal maintains social media profiles for most countries
where its products are sold and even individual pages for different products. Take a look
at L’Oréal’s social media strategies across Facebook, Twitter, Instagram, YouTube,
Pinterest and LinkedIn to see how they engage their audience.
I went through several websites to know about the social interaction of the company. The
names of the websites are as follows: -

1. Website Grader (Real time stats and how the site can be improved)

2. Similar Web (All in one Website analytics and competitive traffic intelligence platform)

3. Alexa.com (organic keywords that are driving traffic to this site and customized
keyword recommendations this site could target to drive more traffic)

4. Rival Iq (One of the best social media analytics tool with advanced competitive
analysis, SEO and content marketing tools)
3.1 WEBSITE GRADER

According to website grader, the website of L’Oreal is a not too shabby. Website grader
analyses a website by deciphering it into four segments viz Performance, SEO, Mobile,
and Security. These four segments are further divided into sub-segments.
As shown in the picture above, the official website of L’Oreal has a score of 72 which
is average and has scope of improvement.

Performance: The website has a score of 12 on the scale of 30 which is average and
has scope of improvement

Page size: L’Oreal has a lighter page size of 1.6MB which means the lighter the page,
faster the load. For optimal performance page size should be below 3MB.

Page request: The more HTTP demands your site makes, the slower it becomes. The
website of L’Oreal demands 103 HTTP which are a lot of requests. Consolidating
documents can help diminish the quantity of requests.

Page speed: Top tier pages ought to get interactive in 5.3 seconds whereas L’Oreal
website takes 12.4 second which is approx. 3 times than it should be. Any increasingly
slow will surrender your site, lessening transformations and deals.
The SEO of L’Oreal is perfect as it is 25/30. “Optimizing the website content for search helps
drive organic traffic to the website. One can do this by providing a great experience for
people and web crawlers alike.” Permission to index, meta description, content plugins and
descriptive link text is up to the mark.
L’Oreal has perfect score of 30 on traffic from MOBILE devices majorly due to its good
responsiveness and the viewport of the page on the mobile. Viewport is basically the width
and scale on different devices. The traffic from mobile devices is growing fast and L’Oreal
has optimized their website for mobile so as to generate valuable traffic, leads, and
revenue. The font size is legible i.e., easy on the eyes, tap targets, which signify clicking is so
easy, and they are responsive as well.

The security of the website is not up to the mark as they have scored 5/10 in security. A
secure website equipped with an SSL certificate and free from vulnerabilities is now the
standard online. People and search engines love secure websites, which L’Oreal does not
offer as their website is HTTPS secured but not JavaScript protected
3.2 SIMILAR WEB

• The official website ranks 56,140 globally and 52,613 in the country (IN). It has a
high rank of 725 even when it comes to category ranking.

• The website has a total of 841.43K visitors and bounce rate of 48.69% for last six
months on both desktop and mobile web. They do not browse forward or explore the
website.

• The average time spent by a visitor on the website is around 03:05 mins
Traffic Source

Traffic sources basically refers to the platforms that drive traffic to the website. These include
three major sources, that are direct, referral and search, and others like mails, display and
different social media platforms.

For L’Oreal, the major source of traffic is SEARCH which drives 46.39% of the traffic to the
page. This includes the people who directly look up for the brand or its products on
search engines like yahoo, google, Bing etc.
99.86% is the search is organic search which are appear on the bases or relevance to the
search made by the viewer and is unpaid.

There is no paid search in which the company buys certain keywords to generate traffic and
help the viewer reach the company’s page.
Only 16.9% of the total traffic is from SOCIAL MEDIA with only LINKEDIN and FACEBOOK.
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4.SOCIAL MEDIA ANALYSIS

4.1 ALEXA.COM

In “this the keywords are broken down into different categories so as to make Keyword
Opportunities Breakdown. These are customized keyword recommendations this site could
target to drive more traffic, and are divided into keywords gaps, Easy-to-Rank Keywords,
Buyer Keywords and Optimization Opportunities. Comparison Metrics show how this site
compares to its competitors. The competitors list can be found next to the search input field
below. Similar Sites by Audience Overlap are the sites that share the same visitors and
search keywords with this site, sorted by most overlap to least overlap.”
Top “Industry Topics by Social Engagement are the topics that this site and its competitors
published articles on that were mentioned in public Twitter or Reddit posts. The competitors
list can be found next to the search input field below. Top Keywords by Traffic are Top
organic keywords that are driving traffic to this site. Alexa Rank 90 Day Trend is an estimate
of this site's popularity. The rank is calculated using a combination of average daily visitors to
this site and pageviews on this site over the past 3 months. The site with the highest
combination of visitors and pageviews is ranked #1. Below chart shows the Alexa Rank trend
for this site over a trailing 90 days period.”
4.2 RIVAL IQ

It gives the information about social media presence of a website and analyses the
difference between the other websites that are under the same category.

Overview of L’Oreal

It gives the details about the audience, post, engagement and most engaging channel
Lead boards

It gives the details about the audience, activity and engagement leader board. So as to do
a comparative analysis between the companies that we’ve opted for. The above graph
shows competitive analysis between L’Oreal , MAC and Lancome in which MAC is the
major competitor of L’Oreal
Social Post Analysis

It gives a detailed analysis of the social media posts that are made by a brand across
different channels.
5.KEY CAMPAIGNS
5.1 FIRST DIGITAL MAKE-UP LINE CAMPAIGN

The pandemic has rocked the beauty industry this year as supply chains have been disrupted,
bricks-and-mortar retail spaces were forced to close and the collapse in air travel hammered
duty-free shopping. McKinsey has estimated that global revenue for the beauty industry
could fall by up to 30% this year. The crisis has put fashion brands under pressure to launch
online beauty tools, which may have been seen as a “nice to have” rather than a priority for
cosmetic giants like L’Oréal.

Responding to the pandemic, L’Oréal Paris has launched a digital make-up line that works
on live video using AR tech. The digital make-up tool, a first for the brand, enables social-
media users to try out different looks on Google Duo, Snapchat and Instagram.

"Signature Faces", created by Virtue, Vice’s creative agency, will work via the Snap Camera
in Snapchat, enabling users to virtually wear the products on video chat services, as well as
on Instagram and Snapchat. L’Oréal Paris is also releasing one “exclusive look” on Google
Duo, making it the first beauty brand to be used directly within Google's video conference
system.

There are 10 virtual filters across three themes: “volumizing capsules”, “plump shot” and
“fire match”, with which people can experiment with varying make-up textures.
 5.2 L’ORÉAL LAUNCHES #LOVEISINTHEHAIR CAMPAIGN

In order to highlight the bond between hairdressers and their clients, L’Oréal has launched a
campaign #LoveIsInTheHair to acknowledge their unique relationship which extends beyond
the salon. The campaign salutes the entire hairstylist community by sharing messages
between them and their clients at a time when the ongoing lockdown has forced everyone
to stay inside.

The campaign features hairdressers such as Ambika Pillai, Jawed Habib, Kanta Motwani, Vipul
Chudasama, Loic Chapoix, Rohan Jagtap, Akshata Honawar as well as different names across
industries such as Lisa Haydon, Sophie Choudry, Malavika Mohanan, Rohit Bal share their
appreciation and support for each other and their relationship built over years. According to D.
P. Sharma, director, Professional Products Division, hairdressers all over India have been
impacted by the lockdown. Through this campaign, they want to create recognition and
appreciation for the special relationship shared between a hairdresser and a consumer. It is
often more than just a haircut or colour service; it turns into friendship and family. The
campaign is an industry-wide initiative, bringing together the pillars and opinion leaders
across the community.

5.3 LATEST CAMPAIGN: STAND UP

In 2019, L’Oréal decided to extend its campaign and find out the most important issue
women face in their daily lives. They discovered that the number one issue faced by women
and girls around the world was street harassment. It later reached out to Ipsos to investigate
the scale of sexual harassment in public spaces. The interntional survey found that 78% of
women have experienced sexual harassment in public spaces (4 in every 5 women). And of
those - only 25% say someone helped. The main reason why: because 86% of women do not
know what to do when we witness harassment.

The brand is now reaffirming its commitment to protecting individual self-worth through
its training program, Stand Up Against Street Harassment, which was launched in India in
November 2020 in partnership with NGO Breakthrough.

It also launched an advertisement to encourage more people to join the movement.

From instilling self-confidence and polishing self-worth, L’Oréal Paris will focus on bringing
more action-oriented campaigns across the world.

6.RECOMMENDATIONS
WHAT SHOULD BE DONE TO INCREASE THE TRAFFIC?

IMPROVEMENT IN WEBSITE

Performance:

Page size – size of the page needs to be brought down to 3MBs by removing heavy files or
compressing them.

Page requests – reduce the number of requests to 30 or lower by combining the files.

Render blocking – remove any JavaScript or CSS that creates obstacles while loading
the content
Social media

Even though the percentage of searches through social media is not exceptionally large but
in today’s time, it is especially important to stress on the upcoming trends and cultures of
the digital world. Puma has one of the highest viewers on Pinterest but lacks behind on
various other fronts by the competitors. It needs to work on its social media to reach a wider
audience.

Page speed:

Top tier pages ought to get interactive in 5.3 seconds. Any increasingly slow will
surrender your site, lessening conversions and deals.

7.REFERENCES
https://www.similarweb.com/website/loreal.com/

https://app.rivaliq.com/overview

https://www.loreal.com/en/

https://website.grader.com/tests/www.loreal.com

https://www.alexa.com/siteinfo/loreal.com

https://www.campaignindia.in/video/loreal-transcends-gender-celebrates-feminine-pride-of-
a-transgender-woman/424383

https://www.campaignlive.co.uk/article/loreal-paris-responds-pandemic-first-digital-make-
up- line/1699072