How L’Oreal is Planning to Double its Customer Base to 2 Billion by 2020 - Interview with Christophe Eymery, Head of Digital, L’Oreal Australia

1. Interview with: Christophe Eymery,
Head of Digital, L’Oreal Australia
“To reach our ambition for 2020 and
double our customer base to two billion,
we are focused on key growing markets
to get the volume but the fourth pillar of
our strategy is to leverage digital and to
increase and deliver better beauty
education to customers. We believe that
will ultimately drive more and higher
frequency of purchase, better engage-
ment and longer loyalty with our
brands,” explains Christophe Eymery,
Head of Digital, L’Oreal Australia.
A keynote speaker at the marcus
evans CMO Summit 2014, in the Gold
Coast, Australia, 18 - 20 August,
Eymery gives an overview of L’Oreal’s
efforts in the digital marketing space.
What is L’Oreal’s digital agenda?
What digital channels is L’Oreal
focused on?
In every country, each marketing team
is focused on the digital agenda. My role
is to ensure we have best practices
across the whole business, building
integrated marketing activities and
leveraging digital channels. The digital
function goes across all the touch
points, the websites we have for our 27
brands in Australia and New Zealand,
the social media and branded content
destinations, the mobile apps and in-
store digital screens.
How could marketers link Facebook
fans to actual customers?
That is an area of high interest to all
marketers. Facebook has done some
studies on this, but some of them just
compared groups of fans to non-fans. It
would be more interesting to link data
around our fans to retailer loyalty
programmes, to not just measure brand
purchase intention but cross check data
with actual purchases made. That would
help us better understand what our
Facebook fans expect and what impacts
purchase.
The social media sphere is still a bit of
an unknown, which marketers can
exploit further.
L’Oreal’s marketing approach is
focused on providing information,
rather than branded content based
around entertainment. Will this help
L’Oreal reach the 2020 target
sooner?
Our 2020 target is driven by the
philosophy of offering Beauty for All.
That is a grand ambition. It means
conducting research and manufacturing
products that will meet the different
beauty requirements of all consumers
around the world. It is our duty to
provide the diversity of products needed
to achieve that, but also the educational
platforms so customers can find the
most relevant products for their needs.
That is paramount in the 2020 ambition.
It is crucial for digital to not just
entertain people, which would be nice,
but to provide information for people to
identify the right product for them.
How do you engage your target
audience? What role does the actual
message play?
One side of this is around the content
we produce - it cannot be an engaging
or informative platform without quality
and relevant content. But we also need
visibility for that content, which is a
constant challenge. We have to reinvent
our communication model all the time
and leverage new touch points. The
diversity of our customer base provides
immense opportunities for presenting
beauty education in very different ways.
We explore new avenues and keep track
of new technologies even before they
are launched.
What tools do marketers under-
utilise?
There is still a strong belief in the TV
model in this business, yet when you
look at media consumption, TV has
almost been taken over by digital
channels and internet consumption. The
media mix should no longer be heavily
dominated by TV. Marketers are missing
the opportunities to further leverage
new channels.
What advice do you have for
marketers with smaller budgets
than what L’Oreal brands may
have?
L’Oreal is privileged to have exceptional
marketing means, but at the same time,
the business is driven by individual
marketers. Each brand is managed as a
small business, with the mentality that
every dollar invested matters.
Any final words of advice for
marketers in Australia?
Be ambitious, bold and daring. Although
Australia is a developed country, it is
still experiencing high growth.
Consumers are tech savvy. Smartphone
penetration is high. The country is
hungry for innovation.
We have to
reinvent our
communication
model all
the time
How L’Oreal is Planning to Double its
Customer Base to 2 Billion by 2020

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