L’Oréal has successfully boosted its sales through contracting vloggers to feature its products – a method it has employed due to the degree to which ad-blocking software has limited the effectiveness of advertising online.
French vlogger EnjoyPhoenix, for example, is featured weekly on L’Oréal’s Maybelline YouTube channel. On her own channel, she commands a following of 2.5 million subscribers.
The method was devised almost accidentally when the British vlogger Zoella favourably reviewed a product from L’Oréal’s The Body Shop, the Financial Times reports. Sales of the SKU doubled during the four following weeks.
Lubomira Rochet, L’Oréal’s chief digital officer, told the newspaper, “This is really about creating greater content and experiences, greater formats for our consumers — especially in an age where ad-blocking is going mainstream.
“The whole thing that ad-blocking is pointing to is classical advertising fatigue. We need to reinvent the experience and we need to make it less interruptive, more immersive, more rewarding, more personalised.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
