{"id":622042,"date":"2023-03-23T23:01:00","date_gmt":"2023-03-24T04:01:00","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/03\/23\/loreal-uses-social-listening-in-house-teams-to-tap-into-beauty-trends-at-the-speed-of-culture\/"},"modified":"2023-03-23T23:01:00","modified_gmt":"2023-03-24T04:01:00","slug":"loreal-uses-social-listening-in-house-teams-to-tap-into-beauty-trends-at-the-speed-of-culture","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/03\/23\/loreal-uses-social-listening-in-house-teams-to-tap-into-beauty-trends-at-the-speed-of-culture\/","title":{"rendered":"L\u2019Oreal uses social listening, in-house teams to tap into beauty trends \u2018at the speed of culture\u2019"},"content":{"rendered":"
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March 24, 2023\u00a0\u00a0\u2022\u00a0\u00a04 min read<\/span> \u00a0\u2022\u00a0 By Kristina Monllos<\/a><\/p>\n<\/div>\n

\"beauty<\/p>\n

\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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L\u2019Oreal is doing more social listening this year to follow beauty trends as they emerge and move quickly to figure out how its many brands can tap into these trends. To accomplish this, the beauty behemoth is turning to in-house teams to accelerate content production that taps into trends within days, rather than the weeks or months of traditional marketing and advertising timelines.\u00a0<\/p>\n

\u201cAs I look forward and look at where we\u2019re betting on this year and beyond, we\u2019re recognizing the speed of change has changed,\u201d said L\u2019Oreal\u2019s chief digital and marketing officer Han Wen. \u201cIt\u2019s accelerating. Our goal within L\u2019Oreal is really focusing on how to move at the speed of culture driven by algorithms, driven by content platforms, driven by changes around consumption behavior.\u201d<\/p>\n

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Brands under the L\u2019Oreal umbrella are doing more qualitative and quantitative research around trends as they are happening, explained Wen, adding that, as the company identifies the various trends it can tap into, it figures out which brand is best-suited to do so. For example, as recent beauty trends emerged around the Y2K aesthetic, L\u2019Oreal realized that white eyeliner was making a comeback. L\u2019Oreal brand NYX was one of the original white eyeliner brands popular in the early 2000s, so tapping into this particular trend made sense for the brand, explained Wen.\u00a0<\/p>\n

\u201cIt took days for us to realize this was something we really needed to show up for as a brand,\u201d said Wen. \u201cWe can show up authentically with our brand and our white eyeliner story. Within days of making that realization we had content that was produced. \u2018This is how you use white eyeliner for the classic waterline look. This is how you use it for contouring for brows. This is how you use it for contouring your face.’\u201d<\/p>\n

Wen continued, \u201cWithin days we can track the level of engagement and directly through this product being sold out in stores and online. When we\u2019re talking about meeting consumers where they are, this is what I mean. \u2026 Showing up effectively with the right product, content, places where consumers want to shop.\u201d<\/p>\n

L\u2019Oreal uses both paid and organic approaches when creating content around these emerging beauty trends. It\u2019s unclear exactly how much L\u2019Oreal is dedicating to this effort, as the company did not provide specifics about ad budgets or the number of in-house creatives it has to make this approach work.\u00a0<\/p>\n

L\u2019Oreal\u2019s in-house teams create the content around these trends, which helps the company shorten the time between realizing a trend is worth tapping into and pushing out content related to it, per Wen, who added that traditional marketing timelines \u2014 briefing an agency, the agency pitching a big idea and the following creative cycle \u2014 would take too long.\u00a0<\/p>\n

\u201cWe shorten the cycle to a matter of days,\u201d said Wen. \u201cIf everyone is talking about this Y2K aesthetic right now and we show up one year later, we\u2019ve completely missed this train. So in order for us to do that, it has to first start from a position where we\u2019re listening and two, have that capability in-house for us to activate very, very quickly.\u201d<\/p>\n

And the fact that Gen Z consumers aren\u2019t seeking \u201cpolished, perfect or overly produced content,\u201d noted Wen, helps L\u2019Oreal\u2019s brands create content and tap into trends quickly.<\/p>\n

The approach makes sense to Eunice Shin, partner at brand consultancy Prophet, who explained that \u201cit makes sense for a company like L\u2019Oreal to be constantly listening\u201d because \u201cin today\u2019s market, especially in beauty, so much is driven by trends and those trends are driven by creators.\u201d<\/p>\n

\u201cThe trend cycle that\u2019s happening in today\u2019s market is happening so fast,\u201d said Shin. \u201cYou have to jump on that trend at that moment. If three months later you\u2019re building out a campaign and [consumers] are onto the next trend, you\u2019re missing out.\u201d<\/p>\n

As for the current economic headwinds, Wen noted that L\u2019Oreal doesn\u2019t currently have plans to reduce spending.\u00a0<\/p>\n

\u201cWe look at beauty as a category that has shown time and again that it\u2019s incredibly resilient,\u201d said Wen. \u201cWe do not expect that to change going into this year. We\u2019re very much bullish around our future growth. It\u2019s business as usual. We\u2019re planning to invest in our brands and all of our channels as we would usually.\u201d<\/p>\n<\/div>\n

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