Beauty customers are significantly impacted by social media influencers, with Germany ranking beauty and grooming products as the second-largest category purchased on an influencer's recommendation. Notably, 46% of Germans who follow Beauty Influencers on social platforms have acquired products they endorsed, advocated, or created (Kantar, Mintel Report). As a pioneer in influencer marketing, L'Oréal Paris values collaborations with beauty creators to generate captivating and authentic content, including product reviews.

Embracing social commerce as a long-term strategy, L'Oréal Paris aimed to integrate the social experience into online shopping, streamlining the path to purchase on Amazon. With Amazon being the brand's largest e-retailer, L'Oréal Paris sought to (1) convey its brand voice and image to Amazon Beauty Customers, (2) attract new customers during meaningful occasions, and (3) boost sales of its hero products.

Brand Innovation Lab (BIL) from Amazon Ads, creates unique brand activations on Amazon's channels. Keeping L'Oréal's social commerce strategy in mind, BIL designed a page on the brand’s Amazon store to host a live streaming event. The live stream video, a first in Germany, allowed customers to shop directly from the video while watching, using an innovative add-on tool. Presented by a famous German TV presenter, beauty influencers and experts; the entertaining live show aimed to provide product information, drive conversions, and build trust through a professional yet relatable lens.

The second media-first creative approach was to create a testimonial video to be aired on Streaming TV, Freevee. As viewers transition from Linear TV to Streaming, L’Oréal Paris targeted a highly engaged audience to build a full-funnel strategy. The testimonial video directed traffic to the L’Oréal Paris’s brand store on Amazon from TV and encouraged purchases.

Social media influencers communications are an opportunity to get not only in the heads but also in the hearts of our customers. It’s crucial for L’Oréal Paris media strategy to not only drive awareness, but to connect and engage with the audience to make an impact. This already shows strong results in media KPIs and social brand lift studies. E-commerce business is growing fast and a significant point of sales pillar for the brand in DACH. Young target audience that interacts with advocacy are most likely to make an online purchase. The approach was to unify two of L’Oréal Paris most powerful strategic pillars to one full funnel approach that accelerates product sales.

The campaign was executed in two phases. Phase 1 was the live stream event on October 10th, coinciding with Prime Big Deal Days. To build anticipation, Amazon's creative solutions and prominent ad placements like Fire TV, Twitch Homepage, Freevee, Display Ads were strategically utilized, together with trackable influencer stories to drive traffic to the brand store. This first full-funnel social commerce campaign from Germany, called "Beauty Secrets: The Live Storefront," showcased curated L'Oréal Paris products across Skin Care, Hair Care, Make-Up, and Men's categories.

In Phase 2, a media-first initiative, influencer testimonials on Freevee directed customers to L'Oréal's Amazon store, triggering purchases. The creative video format allowed advertisers to highlight the purchase option on Amazon early in the customer journey.

Through the media plan on Amazon Touchpoints, the campaign reached at least 13MM unique customers. The dwell time was more than 7 min which was twice more than any live stream benchmark. And most impressively during the live stream, the conversion rate was 12.7%; meaning out of 100 customers watching the show,12 bought a product. Compared to same period last month, sales of L’Oréal Paris were 5 times higher.

Besides sales KPIs, campaign had significant impact on brand health metrics. Through 45sec influencer testimonial copy on Freevee, L’Oréal Paris achieved +8.2% in Aided Brand Awareness, +4.9% in Purchase Intent, +1.4% in Ad Recall (overall audiences) and +12.5% in Ad Recall (for female audiences) on TV.