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Digital Solutions for Beauty and Health:
L’Oreal and some others
Aleksandr Pkhakadze, MD, PhD
Maryna Neborachko, MD, MBA
Digital Trends in Healthcare 2016
1. Internet of Medical Things.
2. Virtual Reality.
3. Deep Learning and AI.
4. Mobile First.
5. Cybersecurity.
6. Improving User Experiences.
7. Personalization of Digital Services.
Matthew Driver, The Journal of mHealth, February/March 2016, V.3 issue 1.
Digital Beauty
Future of downloads
• While the app marketing industry is, for the moment,
flourishing. However, Andy Shen, research director at
media analysts Gartner, predicts “growth is forecast to
slow” The reason for this is simple, says Shen: “The
average downloads per device should be high in early
years as users get new devices and discover the apps
they like. Over time they accumulate a portfolio of
apps they like and stick to, so there will be moderate
numbers of downloads in the later years.” All the more
important then, that developers make the right choice
of marketing partner to fit their needs and budget.
Future of downloads
The war for effective downloads already begun!
Target audience: Human2Human
There is no B2B or B2C in Healthcare –
only H2H exists!
Beauty centers
Hospitals
Medical professionals
Customers (young&old)
Insurers/payers
Sales points (on/off line)
Interplatform operability
Investigation and recommendations for optimal
interoperability with 3rd side digital products.
Digital platforms, Electronic Health Records,
CareKit etc.
Review and recommendations of possible
connectivity with different 3rd side’ sensors.
Legislation
• Beauty/medical border solution requires
specific certification.
• Special investigation and clear boarders
recommendations will be provided.
ShadeGenius app: doesn’t have rating
As well MakeUp Genius… despite 14 m
downloads, announced by Company
and only 1061 votes
Something could be upgraded
Traffic Sources: Minimum of Direct
MakeUp Genius at 27th position in iOS
apps TOP in USA
Lorealparisusa.com is at the 37th place
With 2,3M visits per month
Not only from USA: around 700k
comes from other countries
Came mainly from Search
Big figures of paid search: reasons and
results need to be investigated
Search keywords:
Referals
Social: could be better
Display Ads: could be much better,
perhaps
Audience: Fitness, Business, Finance –
good opportunities to rise
Similar Sites
Mobile Apps
Beauty and Fitness: Cosmetics
TOP 10 websites
Esteelauder.com: 4th website in rating
With 900k traffic: maybe they are
more effective?
They look at China
Traffic Sources
Referals: Asian sites
Search: 99,5% Organic
Social: a little bit different picture
Display Ads: is it normal in general?
Audience Interests: Shopping looks
promised
Natura.com.br
3,2 M with 5.18min on site viewing 6
pages (L’Oreal 2,3/2,09/2,8)
98,63% from Target Audience
Main Traffic Source - Direct
Main Search – Organic 96,41%
Shopping and Health
A List of the Top App Marketing
Agencies for 2015
“Phonevalley provides its expertise to major brands,
such as Renault, Nissan, Club Med, Coca-Cola,
Nestlé, L’Oréal and Cartier”
PHONEVALLEY – seems to be the main competitor
and the company we’ll be compared with.
www.phonevalley.com
1. L’Oreal is not at the 1st page as a client:
2. French site
3. And below L’Oreal didn’t mentioned as a
client - just Givenchy
Consolidated sales of L'Oreal worldwide
from 2009 to 2015 (in million Euros)
Could it be better?
L’Oreal Digital
Makeup Genius
By L'Oreal USA (iOS)
• Free
• Category: Lifestyle
• Updated: Mar 22, 2016
• Version: 3.0
• Size: 32.2 MB
• Languages: English, Arabic, Czech, Danish, Dutch, Estonian, Finnish,
French, German, Greek, Hebrew, Hungarian, Italian, Japanese, Korean,
Latvian, Lithuanian, Norwegian, Polish, Portuguese, Romanian, Russian,
Simplified Chinese, Slovak, Spanish, Swedish, Traditional Chinese, Turkish,
Vietnamese
• Seller: Loreal USA
• © L'Oreal Paris 2015
• Rated 4+
• Compatibility: Requires iOS 7.0 or later. Compatible with iPhone, iPad, and
iPod touch.
Makeup Genius Support leads to
www.lorealparisusa.com …
play.google.com
TOP 10 by “L’Oreal” search
1st place -
L’Oréal Paris Tienda
• Local app (Spanish)
• No video
• Pure rating
• Last update – mid 2014
• Up till 100k downloads
play.google.com
TOP 10 by “MakeUp” search
play.google.com
TOP 10 by “MakeUp Genius” search
play.google.com
TOP 10 by “loreal paris makeup genius”
search
It should be a misunderstanding…
Yes, I did it by targeted Google search!
It doesn’t seem perfect…
L’Oreal Google TOP search results by
”L’Oreal Healthcare”
L’ORÉAL DEBUTS FIRST-EVER STRETCHABLE
ELECTRONIC UV MONITOR AT THE 2016
CONSUMER ELECTRONICS SHOW
Short Summary
• L’Oreal goes to digital. Area of interests became wider and
wider by own digital accelerator.
• L’Oreal goes to propose professional medical services.
• L’Oreal goes to use wearables.
• A number of different apps aren’t presented as a digital
product line.
• Clear indications for digital products optimization needed
(links do not work properly, search problems, poor ratings
etc.).
• Huge downloads of Genius app have to lead to the deep
analytics and have to open great promo opportunities.
• L’Oreal do not actively promoted by Social Media, Search
engines and applications shops.
CES 2016: L’Oréal gets a makeover
with move into wearable tech
“This will be the first time we have used [CES]
to discuss the launch of a product,” said Guive
Balooch, global vice-president of L’Oréal’s
technology incubator. “Technology, connected
objects, the internet of things — these are all
going to affect the beauty industry, just in a
different way . . . We want to show the
consumer electronics community that we are
here, working on beautiful products.”
L'Oreal's Chief Digital Officer on Programmatic
Plans, Startups and Org Charts
"We all know that programmatic is going to be
a big shift in the way we buy media," she said.
"In terms of the underlying technologies, it's
like a matrix. We'll go through a lot of test and
learn in the coming months, so we can prove
models to see what's best for L'Oreal in terms
of technology, governance, setup and
everything."
Promised partnership
www.sport.com - 18 Fitness, Yoga, Sleep,
Nutrition and Running apps
With over 50,000,000 downloads and
20,000,000 users, they’re making the world
healthier and happier, one app at a time.
Promised partnership
Caktus - solutions that track, motivate and
coach people towards balanced hydration and
better performance.

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Digital solutions for beauty and health: l'Oreal and others

  • 1. Digital Solutions for Beauty and Health: L’Oreal and some others Aleksandr Pkhakadze, MD, PhD Maryna Neborachko, MD, MBA
  • 2. Digital Trends in Healthcare 2016 1. Internet of Medical Things. 2. Virtual Reality. 3. Deep Learning and AI. 4. Mobile First. 5. Cybersecurity. 6. Improving User Experiences. 7. Personalization of Digital Services. Matthew Driver, The Journal of mHealth, February/March 2016, V.3 issue 1.
  • 4. Future of downloads • While the app marketing industry is, for the moment, flourishing. However, Andy Shen, research director at media analysts Gartner, predicts “growth is forecast to slow” The reason for this is simple, says Shen: “The average downloads per device should be high in early years as users get new devices and discover the apps they like. Over time they accumulate a portfolio of apps they like and stick to, so there will be moderate numbers of downloads in the later years.” All the more important then, that developers make the right choice of marketing partner to fit their needs and budget.
  • 5. Future of downloads The war for effective downloads already begun!
  • 6. Target audience: Human2Human There is no B2B or B2C in Healthcare – only H2H exists! Beauty centers Hospitals Medical professionals Customers (young&old) Insurers/payers Sales points (on/off line)
  • 7. Interplatform operability Investigation and recommendations for optimal interoperability with 3rd side digital products. Digital platforms, Electronic Health Records, CareKit etc. Review and recommendations of possible connectivity with different 3rd side’ sensors.
  • 8. Legislation • Beauty/medical border solution requires specific certification. • Special investigation and clear boarders recommendations will be provided.
  • 10. As well MakeUp Genius… despite 14 m downloads, announced by Company and only 1061 votes
  • 11. Something could be upgraded
  • 13. MakeUp Genius at 27th position in iOS apps TOP in USA
  • 14. Lorealparisusa.com is at the 37th place
  • 15. With 2,3M visits per month
  • 16. Not only from USA: around 700k comes from other countries
  • 18. Big figures of paid search: reasons and results need to be investigated
  • 22. Display Ads: could be much better, perhaps
  • 23. Audience: Fitness, Business, Finance – good opportunities to rise
  • 26. Beauty and Fitness: Cosmetics TOP 10 websites
  • 28. With 900k traffic: maybe they are more effective?
  • 29. They look at China
  • 33.
  • 34. Social: a little bit different picture
  • 35. Display Ads: is it normal in general?
  • 38. 3,2 M with 5.18min on site viewing 6 pages (L’Oreal 2,3/2,09/2,8)
  • 39. 98,63% from Target Audience
  • 41. Main Search – Organic 96,41%
  • 43. A List of the Top App Marketing Agencies for 2015 “Phonevalley provides its expertise to major brands, such as Renault, Nissan, Club Med, Coca-Cola, Nestlé, L’Oréal and Cartier” PHONEVALLEY – seems to be the main competitor and the company we’ll be compared with.
  • 44. www.phonevalley.com 1. L’Oreal is not at the 1st page as a client: 2. French site
  • 45. 3. And below L’Oreal didn’t mentioned as a client - just Givenchy
  • 46.
  • 47. Consolidated sales of L'Oreal worldwide from 2009 to 2015 (in million Euros)
  • 48. Could it be better?
  • 50. Makeup Genius By L'Oreal USA (iOS) • Free • Category: Lifestyle • Updated: Mar 22, 2016 • Version: 3.0 • Size: 32.2 MB • Languages: English, Arabic, Czech, Danish, Dutch, Estonian, Finnish, French, German, Greek, Hebrew, Hungarian, Italian, Japanese, Korean, Latvian, Lithuanian, Norwegian, Polish, Portuguese, Romanian, Russian, Simplified Chinese, Slovak, Spanish, Swedish, Traditional Chinese, Turkish, Vietnamese • Seller: Loreal USA • © L'Oreal Paris 2015 • Rated 4+ • Compatibility: Requires iOS 7.0 or later. Compatible with iPhone, iPad, and iPod touch.
  • 51. Makeup Genius Support leads to www.lorealparisusa.com …
  • 52. play.google.com TOP 10 by “L’Oreal” search
  • 53. 1st place - L’Oréal Paris Tienda • Local app (Spanish) • No video • Pure rating • Last update – mid 2014 • Up till 100k downloads
  • 54. play.google.com TOP 10 by “MakeUp” search
  • 55. play.google.com TOP 10 by “MakeUp Genius” search
  • 56. play.google.com TOP 10 by “loreal paris makeup genius” search
  • 57. It should be a misunderstanding…
  • 58. Yes, I did it by targeted Google search!
  • 59. It doesn’t seem perfect…
  • 60. L’Oreal Google TOP search results by ”L’Oreal Healthcare”
  • 61. L’ORÉAL DEBUTS FIRST-EVER STRETCHABLE ELECTRONIC UV MONITOR AT THE 2016 CONSUMER ELECTRONICS SHOW
  • 62. Short Summary • L’Oreal goes to digital. Area of interests became wider and wider by own digital accelerator. • L’Oreal goes to propose professional medical services. • L’Oreal goes to use wearables. • A number of different apps aren’t presented as a digital product line. • Clear indications for digital products optimization needed (links do not work properly, search problems, poor ratings etc.). • Huge downloads of Genius app have to lead to the deep analytics and have to open great promo opportunities. • L’Oreal do not actively promoted by Social Media, Search engines and applications shops.
  • 63. CES 2016: L’Oréal gets a makeover with move into wearable tech “This will be the first time we have used [CES] to discuss the launch of a product,” said Guive Balooch, global vice-president of L’Oréal’s technology incubator. “Technology, connected objects, the internet of things — these are all going to affect the beauty industry, just in a different way . . . We want to show the consumer electronics community that we are here, working on beautiful products.”
  • 64. L'Oreal's Chief Digital Officer on Programmatic Plans, Startups and Org Charts "We all know that programmatic is going to be a big shift in the way we buy media," she said. "In terms of the underlying technologies, it's like a matrix. We'll go through a lot of test and learn in the coming months, so we can prove models to see what's best for L'Oreal in terms of technology, governance, setup and everything."
  • 65. Promised partnership www.sport.com - 18 Fitness, Yoga, Sleep, Nutrition and Running apps With over 50,000,000 downloads and 20,000,000 users, they’re making the world healthier and happier, one app at a time.
  • 66. Promised partnership Caktus - solutions that track, motivate and coach people towards balanced hydration and better performance.