l’oréal usa...l’oréal usa the new path to purchase understanding the consumer in a technology...
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L’Oréal USA
The New Path to Purchase
Understanding the
Consumer in a Technology
Driven World
Marc Speichert Chief Marketing Officer, L’Oréal USA
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MARC
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CMO organization: 3 focus areas
INSIGHTS BUSINESS
DEVELOPMENT MEDIA
VISION: A center of excellence and inspiration for transversal learning, business
innovation, and cultural change obsessed with reaching +70M consumers for LUSA
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China
India
US 70MM
Brazil
Pakistan
Source: L’Oreal estimates –
Strategic Prospective – December 2010
TOP 5 GROWTH CONTRIBUTORS TO THE GOAL OF
WINNING 1 BILLION NEW CONSUMERS
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5
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6 Source: iConsumer, 2010
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Consumers are moving outside
the traditional purchasing funnel, changing
the way they research
and buy products.
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Then: The Funnel Metaphor
Old Consumer Decision Cycle
Source: McKinsey & Co.
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New Consumer Decision Journey
Source: McKinsey & Co.
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New Consumer Decision Cycle
Source: McKinsey & Co.
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Consider
CONSIDER
Source: McKinsey & Co.
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Consider
L’Oréal Sponsored Destination
to Add or Subtract Brands from Consideration List
Most viewed program in YouTube history 22M partner videos viewed | 287MM impressions
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13
Consider
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Consider
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Consider
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Evaluate
EVALUATE
Source: McKinsey & Co.
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Importance of Evaluation Partnerships
DEMAND MEDIA
< 5 WORDS > 5 WORDS
80%
20%
80% OF TRAFFIC COMES FROM 5+ WORD LONG TAIL QUERIES
CONSUMERS CONTENT SEARCHES ARE GETTING MORE SOPHISTICATED
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Importance of Evaluation Partnerships
DEMAND MEDIA
CONTENT GAP!
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Importance of Evaluation Partnerships
DEMAND MEDIA
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Importance of Evaluation Partnerships
DEMAND MEDIA
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Importance of Evaluation Partnerships
DEMAND MEDIA
LISTEN TO WHAT WOMEN WANT
LISTEN TO BILLIONS OF SIGNALS
ENGAGE WITH QUALIFIED INTENDERS
CONTENT THAT WE KNOW USERS WANT
DEMAND MEDIA & LUSA PARTNERSHIP (15 BRANDS)
DEMAND MEDIA USP?
WHAT IS IN IT FOR LUSA? CONTENT INSIGHTS CONTENT AT SCALE CUSTOMIZED CONTENT MATCHED WITH RELEVANT ADS
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Evaluate:
Michelle Phan
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Michelle Phan 2010 Top 10 Beauty Videos
Evaluate
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Buy
BUY
Source: McKinsey & Co.
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Consumers choose where they want to shop today –
Anywhere & Everywhere!
Buy: Mobile Taxi Shops
Taxi Mobile Shops:
1. Taxi Tops
2. Backseat Panels
3. Taxi TV
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“Buy” Innovation Is Key – Makeup.com
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ENJOY.
ADVOCATE.
BOND.
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Listening Benchmarking
ENGAGE WITH USERS WHERE THE DISCUSSIONS ARE
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Daily Volume Assessment for LUSA
533 Consumer Affairs
47 Corporate
309 Brands/Divisions
893 Actionable
Posts
17,640 Relevant Posts
No engagements
18,353 Relevant
Posts
224,001 Irrelevant
Posts
242,354 Raw Posts
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Daily Volume Assessment for LUSA
533 Consumer Affairs
47 Corporate
309 Brands/Divisions
893 Actionable
Posts
17,640 Relevant Posts
No engagements
18,353 Relevant
Posts
224,001 Irrelevant
Posts
242,354 Raw Posts
![Page 31: L’Oréal USA...L’Oréal USA The New Path to Purchase Understanding the Consumer in a Technology Driven World Marc Speichert Chief Marketing Officer, L’Oréal USA China India](https://reader033.vdocuments.mx/reader033/viewer/2022060505/5f1e79fe5543a10bd3408847/html5/thumbnails/31.jpg)
Salon Communities – 1M Advocates
FACEBOOK PLATFORM FOR SALONS
LAUNCH:
5,300 SALONS
977,160 CONSUMERS
GOAL:
10,000 SALONS
OVER 1.5 MILLION CONSUMERS
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Key Takeaways
o Know who your
shopper is
o Think about the new
consumer decision
journey
o Spend in the right
places according to
your customers’ journey
o Measure and evaluate
o Experiment,
experiment, experiment