The coronavirus pandemic has undoubtedly changed behavior and customer experience, pushing brands to adapt their marketing strategy. Responding to the changing needs of consumers was particularly important for the L’Oréal brand, which quickly realized that it needed a way to take advantage of increased use of home hair dye products as some consumers avoided trade fairs because of the health crisis and the barrier measures imposed …
What are Garnier and L’Oréal offering to deal with the health crisis?
Garnier of L’Oréal, which markets the Nutrisse and Olia hair color brands, has changed its social media strategy to meet the increased demand due to the coronavirus pandemic. One in three women dyed their hair at home for the first time, and 30% used social media for help during lockdown, according to a survey commissioned by Garnier.
Garnier thus oriented its strategy towards influencer marketing, calling on influencers, brand experts and executives to create how-to guides, live question-and-answer sessions and other social content to guide those. who need it at home.
The cosmetics brand has also connected consumers with famous Garnier colorists by launching a series of live videos on social media, Hair Color Hotline and the Consult with a Garnier Color Pro program on Instagram and YouTube.
This digital marketing strategy simply complements the measures it had already put in place, including virtual hair coloring trials using artificial intelligence and augmented reality in 2019.
Adapt your crisis communication to increase sales
For its part, L’Oréal Paris presented last November its first line of virtual makeup for social networks in the form of augmented reality filters available on Instagram, Snapchat, Snap Camera and Google Duo.
Thanks to all these social media and influencer marketing strategies, Garnier saw its colorant sales increase by 9.4% in 2020 compared to 2019. This proves that it is adapting its communication in the face of a crisis by responding to demand. increased home coloring and its social initiatives can only be beneficial to the business.