L’Oreal Reveals Content Marketing Secrets In India

“When we do content online, we don’t restrict ourselves to metros and include tier 2 and 3 towns where L’Oreal Paris counters exist or an e-commerce platform is delivering,” said Raagjeet Garg, General Manager, L’Oreal Paris, as he revealed the wide-scale reach of the brand’s content marketing efforts.

The global cosmetics giant recently unveiled its festive collection curated by designer Sabyasachi Mukherjee with long-term star endorsee Aishwarya Rai Bachchan fronting the campaign. It also launched a complete content-led fashion show online last week followed by Sabyasachi sharing 20 posts on social media talking about this association with the beauty giant.

“Today, consumers are looking at a lot of education and inspiration when it comes to beauty. That’s where content at an individual level is very important and that is why you need to have the right content to inform what’s the right lipstick and what’s the shade that suits a consumer, what kind of red do they need to wear. That’s why I believe content is very critical for the entire beauty segment,” said Garg.

While L’Oreal uses traditional mediums for reaching the wider audience, it relies on digital in order to educate, engage, and inspire them.

“For an example, traditional mediums like print and television were used to announce our association with Sabyasachi and launch of festive collection. But digital gives the consumer a reason to why should they buy. That reason could be why a particular thing will look good on them or why rogue is the shade that they should wear this season.”

“Those kind of content is what I can really curate depending on the audience that I am talking to. Whether it is a fashion-conscious consumer, value-conscious consumer, a consumer who follows beauty trends, you can make curated content for them and that’s how our entire content marketing strategy is. We build awareness and reach through traditional mediums, and generate engagement through a lot of content that we do on digital,” explained Garg.

With brands still grappling to measure return on investment of a content campaign in India, especially when it comes to linking it to sale, Garg believes that content can drive ROI if kept relevant.

“I think content is one big piece to drive ROI. If I put content that is not connecting to the consumer, then the ROI will be very bad. But if the content is relevant, something that one is looking forward to, ROI can be well measured. You just need to define the metrics through which you need to evaluate any campaign,” said Garg.