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Generating social assets for L’Oréal brands at scale.

Client: L’Oréal

The challenge

Digital transformation in the beauty industry is well underway, with new brands and competitors continually entering the market and ultimately shifting customer expectations and needs.

The pandemic has only accelerated this transformation, meaning individual brand strategies across the L’Oréal portfolio needed to be enhanced and marketed across multiple social media platforms with speed, scale and efficiency in order to remain relevant during and after global lockdowns.

This transformation has created enormous pressure on agencies and internal resources to deliver increasingly more relevant, optimised content to the market at greater volumes and within constrained budgets.

The approach

Together we developed a highly efficient production model, bespoke to L’Oréal’s needs for brands such as NYX, Biolage, Maybelline, Kiehl’s and Thayers.

A curated network of production companies, animators, motion designers, editors and other creators are trained in best practices for each L’Oréal brand, as well as the different online platforms.

The platform tools streamline the process, allowing L’Oréal brands to scale production of best practice, mobile-first assets for platforms like Facebook, Instagram, YouTube, TikTok and Snapchat with huge time and cost savings.

  • Transform existing assets, including TVCs and print campaigns, into optimised mobile-first videos at speed
  • Produce original, digital campaigns
  • Developing cost effective ‘Professional Generated Content’ to live authentically on TikTok
  • Creating professional influencer content
130+
Briefs, in 12 months
15
Different L'Oréal brands
2000+
Optimised assets

“I’ve never experienced a partnership quite like Genero in my 7 years in digital marketing. The collaboration is truly the fastest, most efficient, and effective creative. From creative strategy to project management they truly have helped our brand bring to life thumb stopping video content that has moved the needle for our brand growth.”

Tayler Bomberger, Manager - PR, Social & Influencers, US Marketing | Biolage

The work

View a selection of our work with L’Oréal below.

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Kiehl's - Holiday campaign created from existing assets.

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Kiehl's - Optimised Facebook ad

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Ulta - Create a multi-product campaign from existing assets.

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Thayers - ASMR campaign

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Thayers - TikTok ad

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Thayers - Original lab science campaign

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Color & Co - Optimised Facebook ad

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Urban Decay - Optimised Story ad

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NYX - Virtual Try-On campaign

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NYX - Snapchat campaign

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Maybelline - Facebook poll ad

Carol's Daughter - Original campaign

NYX - Optimised Walmart TV ad

Essie - Optimised social campaign

Essie - Optimised influencer campaign



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