10 Ways L’Oréal Revolutionised Content and Customer Experiences Online


Revolutionising Content and Customer Experiences: L'Oréal's Winning Strategies in the Digital World

Did you know that consumers engage with more than a dozen different types of content before making a purchase? Today, people demand personalised, sophisticated, and visually appealing content they can respond to and learn from. New channels like voice, virtual reality, and augmented reality are creating new customer touchpoints, providing an opportunity for two-way dialogue between consumers and marketers.

To stay ahead in this rapidly changing landscape, brands must embrace always-on omnichannel content strategies and develop a massive number of content assets to reach audiences across various platforms and channels. However, managing this content and using it effectively is still a struggle for many marketers—even for big global brands.

In this article, we’ll explore how L’Oréal, the world’s largest cosmetics brand, has reinvented the beauty experience through technology. We’ll also share some lessons that can be applied to other industries.

  • Embracing E-commerce Evolution: L’Oréal shifted its strategy from being product-focused to putting the customer at the heart of everything it does. In partnership with Sitecore, they developed a digital factory that delivers consistent brand experiences for the 1 billion consumers engaging with the company’s 400 different websites daily.
  • Riding the Wave of Social Platform Boom: L’Oréal is leveraging digital experience technology to adapt content to each region’s unique needs and culture. For example, they embrace live streaming, the latest trend in Asia, to present relevant content to customers.
  • Navigating Complex Consumer Journeys: L’Oréal uses artificial intelligence to offer customers personalised recommendations for products and services, understanding that customer journeys are no longer linear but rather unpredictable.
  • Merging Real and Digital Worlds: L’Oréal focuses on providing responsive and personalised experiences that seamlessly merge real and digital worlds. This includes partnering with Sitecore for a co-branding campaign to deliver better content and better experiences.
  • Providing High-End Tailored Customer Service: Luxury brands like L’Oréal extend their unique in-store experiences to the internet by offering 24/7 exclusive customer service, ensuring that any call is promptly answered and queries are replied to almost instantly.
  • Adopting Immersive and Innovative Experiences: Luxury brands like L’Oréal are venturing into immersive experiences to engage their online customers. For instance, brands can create interactive online experiences such as augmented reality try-on features or virtual consultations, which bring the in-store experience to the digital world. This helps customers feel more connected to the brand and its products.
Take Burberry, for example. Their website showcases a 'Stories' section, inviting customers to unravel the rich tapestry of motifs and inspirations that make each collection unique. This content not only sets the brand apart but also adds depth to their products, illustrating why their clothes, bags, and accessories are more than just designer pieces—they're iconic fashion statements.
- Burberry
In a similar vein, Louis Vuitton's 'The World of Louis Vuitton' merges their latest collection with the captivating realms of art, culture, architecture, and exhibitions.
- Louis Vuitton
  • Storytelling through Content: L’Oréal and other luxury brands use storytelling to differentiate their brand and products. By sharing the inspirations, creative processes, and stories behind each collection or product, customers can better appreciate the brand’s uniqueness. This, in turn, helps to create a loyal customer base and drive brand loyalty.
  • Collaboration with Influencers and Industry Experts: Brands like L’Oréal often collaborate with influencers, industry experts, and celebrities to create authentic, engaging content that resonates with their target audience. This enhances brand visibility and adds credibility to the products and services offered.
  • Data-Driven Personalisation: L’Oréal leverages customer data to tailor content, offers, and recommendations based on individual preferences and needs. By analysing customer behaviour and preferences, brands can deliver highly personalised experiences that keep customers engaged and encourage repeat purchases.
  • Experimenting with Emerging Technologies: L’Oréal stays ahead of the curve by constantly experimenting with emerging technologies, such as chatbots, AI-powered recommendation engines, and virtual reality. By staying up-to-date with the latest technological advancements, brands can identify new opportunities to enhance their customer experiences and stay competitive in the market.

In conclusion, by implementing these strategies and continuously adapting to the ever-changing digital landscape, brands like L’Oréal can create exceptional online content and customer experiences.

Are you ready to revolutionise your brand’s digital presence? Start by incorporating these lessons into your content and customer experience strategies, and watch your brand thrive in the digital world.

If you don’t have the team in place to take your brand to the next level, contact Beagle today.

The Beagle team is here to guide you through our tried-and-tested process🔧 – a method we’ve refined over 20 years of collaborating with some of the UK’s most innovative and dynamic companies🚀, including startups, SMEs, and large enterprises🏢.

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