Project type:

Project Contribution

1.2

600k

Millions of hours of training consumed in 2023

Monthly users active in 2023

In 2018, L'Oréal launched the platform Access to create a community of hairdressing professionals and train them through video masterclasses. Its ambition is to constitute a bridge between its target and its products in order to support the growth of professional product sales.

Objectives

- Increase user acquisition on the “Access” platform

- Create micro influencers “teachers” and “product testers”

Solutions

- Constitution of the organic reach strategy and Ads on social networks (contribution)
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- Editorial and promotional content including Poppy Hairstyles and other micro influencers (contribution)
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- Training of L'Oréal micro influencers (contribution)

Results:

- Viral engagement on certain educational content
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- Increase in the number of members of the Access platform
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‍- 45 internal leaders trained to take advantage of the platform

Internal training

Social Media Activation

Realization of the launch video brief

Contenu Social

Activation strategy

L'Oréal Access promotional campaigns were first designed to highlight the advantages of the platform: the sharing of knowledge and know-how through educational content, hair diagnostics, expert advice, humorous content, as well as keys to the commercial development and personal branding of hairdressers.

In parallel, “Attracting Attention” content was produced. The latter consists in captivating the audience with announcement effects to promote the release of “episodes” (hairdressing courses).

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