Christophe Eymery, Head of Digital and Media at L'Oreal Australia and NZ, presented his keynote on reinventing the beauty with consumer journey in the digital age at ad: tech, held in New Delhi recently.
Elaborating that "consumer journey" is a critical mapping in digital, where all the stakes are on improving the experience for the user - resonating how brands map the way they want their consumers to walk through the app or a website. Eymery added, “Take for example L’Oreal’s own app ‘Make-Up Genius’ which has seen over 20 million downloads in the span of two years, and the importance of laying a path for specific consumer journey’s to become important. The app will allow individuals with varying choice to prefer personalized options, thereby appealing more as an app that gives users exactly what they wish for.”
Eymery stated that the consumer journey begins from liking a look to actually “wearing it and sharing it.” “With the help of digital media, consumers are given the opportunity to find a specific appearance of their choice and gauge for themselves as to how they will adapt to it. This gives them better knowledge and preparation in terms of style and consumers can make informed decisions about the look that they would eventually prefer, keeping them and the brand satisfied,” he stated.
To spread such awareness L’Oreal sends newsletters with latest updates, news, trends and guides from the world of fashion, along with promoting user guides on video forums such as YouTube. Consumers generally are attracted to numerous user guides and “How-To’s” conveyed via videos, and these prove to be engaging tools for most brands.
He also stated three pillars of digital consumer engagement: Collaboration and Scalability, Test and Learn, and Dare. “The key steps to a successful digital campaign targeted at consumers include promoting a sense of collaboration among the audience to gain higher engagement, testing a number of chosen strategies to see what the majority of the audience prefers, and finally thinking beyond the ordinary to give audiences something new and adventurous to look forward to. This way, campaigns can isolate themselves from numerous other advertorial ventures, thereby giving both the brand and the audience maximum returns from a project,” he explained.