The following is a L’Oréal Case Study which is one of the top cosmetic brands made by IIDE’s digital marketing students- Mehak Mehta and Nitin Shyam. Keep reading to find what these students have come up with as a marketing strategy for L’Oréal Men!
Loreal market segmentation case study
L’Oreal is a luxury brand in the top cosmetic brand’s arena and focuses on high-end products that target hair color, makeup, skincare, haircare, styling, self-tanning, and a small range of products focusing on men. Though it is a luxury brand, it has become a household name due to the quality and results that its range of product promises.
It was originally founded in the year 1909 by Mr. Eugene Schueller and now operates in 130 countries. It is headquartered in Clichy, France, and is the largest beauty and cosmetics company.
L’Oreal Digital Marketing Strategy
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.
The digital marketing strategy for L’Oreal Men that our students suggest includes several tools that they learned during six months at IIDE. The students mixed up the correct ingredients for a successful campaign to boost the men’s range of products and grooming tips listed on the website.
The students have focused on branded search engine optimization, social media marketing of the lesser-known products, e-commerce support from third parties, blogging, and influencer marketing.
Loreal 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 videos that Loreal posts on youtube are not that engaging for viewers.
Even it’s Instagram account is not up to the mark. In this digital era, ignoring online platforms is a grave error. L’Oreal needs to boost its social media game and gain followers so that it can make its followers base aware of the men’s products it offers and its many advantages. Stories, live streams, engaging posts, video content, and maybe even simple static images talking about life at L’Oreal, skincare facts etc. and gain a follower base, a part of which, they can eventually convert into loyal consumers.
Consumer Survey and Target Audience
Upon taking a detailed consumer survey to catch the pain point faced by L’Oreal Men, our students identified that most of the current users preferred L’Oreal as the top cosmetic brand over the competitors mainly because of the procurement of great quality and because it meets their personal needs perfectly.
In such a situation, it is necessary to point out that if more people were aware of the L’Oreal Men, then even they would most probably become loyal customers because of the unparalleled quality.
The pain point that the existing customers face is the limited variety that L’Oreal Men offers, and they hope to see more products from this company as opposed to Nivea and Neutrogena who have a wider range and are more pocket-friendly for recurring use. The consumer journey that the students want an ideal customer to experience is explained below.
The campaign strategy that the students have come up with revolves around an online campaign, paid ads, offline campaigns, and heavy influencer marketing.
They want to rope in faces like Aditya Roy Kapoor and Siddhant Chaturvedi as they are very popular and would work well as the endorsers of the brand among the primary and secondary target audience.
The campaign will be called “Our 2020 Promise” and revolves around the tagline “Let’s Make it Worth it”. The main hashtag which will go with all the posts is #StrongerTogether.
Through an active social media marketing strategy on Instagram, Facebook, Twitter, and YouTube, targeting the right range of keywords and bumper ads, the campaign aims at increasing awareness about the products offered by L’Oreal Men.
Remarketing Strategy and Media Plan
Since L’Oreal itself does not maintain an e-commerce store, the remarketing activities for the L’Oreal Men products should be undertaken by third-party websites so that it ultimately results in a sale. Remarketing can be done through e-mail marketing, SMS marketing, and even social media targeting. The students have chosen Instagram and YouTube to showcase paid l’oreal advertisements and have also included the budgeting and reach of the same.
An offline campaign is basically an event where the winners of a contest get awarded with their gifts and can also avail of a free skin check-up. The contest is simple and easy to participate in as it only requires the participant to upload their selfie with any L’Oreal Men product along with the campaign hashtag. Ten lucky winners would be announced during the month of January on an interval of seven days across Mumbai, Maharashtra.
This presentation on L’Oreal Men is a project that identifies a pain point faced and suggests a suitable mix of digital media and offline marketing strategies to overcome this problem.
This L’Oreal project showcases legible figures to undertake the right measures to promote its products through a comprehensive media plan, targeting, and even a brief consumer journey.
IIDE aims at making its students capable to curate such campaigns and even execute the digital half of it through creatives and surveys. Digital marketing along with coding and graphic designing are career paths paving ways for future entrepreneurs and we encourage you to start your journey today! Click below to apply because one can never stop learning!