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DIGITAL MARKETING
Sarah HABIB
Valentine HAUPLOMB
Nadia ZEBAKH
ABOUT US
ABOUT US
HISTORY
1909: creation of the company
2019: world’s largest cosmetics company
L'Oréal is now present in 140 countries across the world.
It has developed activities in the field concentrating on:
- hair color
- skin care
- sun protection
- make-up
- perfume
- hair care
- men’s skincare
WEBSITE
https://www.loreal-paris.fr/
e-commerce and informative website
SOSTAC
SOSTAC
S
SITUATIONAL ANALYSIS
O
OBJECTIVES SELL - sales and market share
- world’s largest cosmetics company
- +37.9% growth in e-commerce sales (in 2015)
- 1 bn visits on the website (in 2017)
- 300 million subscribers on social networks
- 38% of net digital media expenditure (in 2017)
- e-commerce represents 8% of the group sales compared to 1% in 2011
OBJECTIVES SERVE - customers satisfaction
The brand gets good feedbacks and reviews from customers on their products.
OBJECTIVES SIZZLE - WOW factor & added value
Exclusive services and investment in community platforms, social media and website.
OBJECTIVES SPEAK - dialogue w/customers
L’Oréal Paris communicates through its website and social networks. Also, its spokespeople create a link between the brand and the customers.
OBJECTIVES SAVE - quantified efficiency gains
The brand is environmentally-friendly and develops strategies in accordance with its values. These actions allow savings and convey a good image.
S
STRATEGY
STRATEGY
T
TACTICS
Eileen Naughton
Vice President of People Operations @Google
Lubomira Rochet
Chief Digital Officer @L'Oréal Paris
TACTICS
SEM campaigns, content improvements and customer-centric culture.
TACTICS
Promotional offers with exclusive aspect and celebrity endorsement.
TACTICS
Partnership with Datawords and newsletter/personal space subscription.
A
ACTIONS
Pop-up
Horizontal banner
Header
Sub-menus/categories
The footer
C
CONTROL
Traffic volume +15%
Conversion rate +48%
CONCLUSION
CONCLUSION
- Too much information on the homepage
- The website is too catchy and busy
- The fold is too long
- The homepage offers too many products
- The overall layout doesn't represent the look and feel
- The color scheme isn't identifiable enough (black, white, pink)
- The option 'order as a guest' = lack of data
- The spokespersons aren't highlighted on the website
RECOMMENDATIONS
RECOMMENDATIONS
- Strengthen its proximity with customers by customizing its advertising approaches
- Develop its presence on Instagram and Snapchat
- Opt for a lightweight design
- Stand out from competitors with more identifiable colors
- Highlight the luxury branch of L'Oréal Paris
- Remove the guest mode that causes data loss