L’Oreal to create YouTube ‘content factory’ for Kérastase and Shu Uemura brands
L’Oreal is stepping up production of its own content as it puts in place plans to create a “content factory” for its professional hair care product brand Kérastase and make-up company Shu Uemura.
Benoit Delporte, e-commerce and digital marketing manager for the brands, told The Drum that L’Oreal worked closely with YouTube to gain insight into the platform and decided to create more of its own content after the video sharing website revealed that the top search results within the cosmetic category were for hair and beauty tutorials.
“Our goal is to make a kind of content factory for Kérastase and Shu Uemura. We are launching a new product… and are making a lot of tutorial videos on basic stuff – not only on how to apply the Kérastase product but how to make a bun, or to make a special hair style to meet the requests of questions on YouTube.”
Delporte shared the news at Solocal UK's Fashion, Luxury and Omnichannel event in London last night. He also revealed that L’Oreal would be carrying out more collaborations with bloggers to share information and create tutorials.
“Brands are much more becoming publishers, now that people are looking for this kind of information it will be another person doing that for us if we don’t,” he added.
The Kérastase e-commerce site will also see some changes by the end of the year with more original content being added to enhance the customer experience.
“A few years ago we were just writing about our new product launches now we are launching 25 pages on hair needs – damaged, coloured, any hair needs – we can answer on specific pages with different tips. We’re going to give eight tips on each problem”
Delporte added that producing this type of content is “really a revolution for us” because Kérastase was not customer focussed, rather “brand focussed”.
“We didn’t really listen to the customer – now we are doing the job… to be more customer focused”.
The new pages will likely be piloted in France by the end of the year before rolling out into other markets.