Goal for Q3 of 2022:
Increase sales of L'Oréal "Hair Treatments" by 30% from 300,000 units per month to 390,000 units per month in Q3 of 2022 in US.
Influencer ②
Wanda Mulzac(Macro influencers 150+)
Influencer ①
Haircare Products
click to edit
Cipriana Quann (Mega influencers 500K+)
Yene Damtew (Macro influencers 150K+)
Influencer ③
Business objective
Priority Audience
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African Americans (millennials, females)
Why them?
Ethnic hairs & beauty aids account for 85.65% of total spend attributable to black consumers
African American women spend nine times more than other groups on haircare (According to Nielsen)
Customer Journey Stage
Consideration
Action
Consider "L'Oréal" as a choice/solution
The decision is made. Purchase it!
Who is she?
Salon Owner
Celeb Stylists
"Healthy Hair" advocate
"'Good Hair' is Healthy Hair" philosophy
Hairstylist for Michelle Obama & her families, Hollywood's Hugh Jackman, etc.
Circle of influence
inclusive community embracing sisterhood, serve and employ women of all races. "Hair is texture. Texture isn't race."
。
Launch the "Brown Beauty Summit" (May 2020)
2000+ beauty professionals to discuss the beauty industry's future
Why match L'Oréal Paris?
Educate clients on natural texture & maintenance tips
Coaching program for other hairstylists
how to grow beauty business?
Media Kits towards followers
Chat about natural hair - Promote "All textures are beautiful and unique in own special way"
Answer questions about styling textured hair and hair maintenance
Professional, approachable - Videos showing how they carefully serve all clients
Match L'Oréal's values
"Beauty to empower"
empower herself
successful businesswoman & expertised hairstylist
empower others
coach other hairstylists to learn more
change the narrative of the typical salon experience, especially for black women clients
Black women can also have diverse hairstyles like white people
Social Media followers
(90%+) female African Americans
Generate engaging content - Has a high level of interaction with followers (welcome comments, ask & answer questions)
Has an active base of followers
Promote products in a natural way
For hairstylists she coached
For followers asking her links about the products she used
Promotion context: her salon/ home
Followers positively reacts to posts
Circle of Influence
Why match L'Oréal Paris?
Who is she?
co-founder of Arrested Voices Lifted with her twin sister, TK Wonder
Media kits towards followers
Match its Values
Overlap with the brand
writer
(AVL) a virtual space for followers to share painful stories from the unheard, educate + heal from systemic racism, discrimination and abuse
share her daily fashion stories & videos, dress for herself even just for a Zoom call
former contributing writer at Vogue
self-care promoter
cut down on processed sugar, eat a mostly plant-based diet
mediatating & breathwork, a scheduled workout routine
editor-in-chief of the natural hair blog "Urban Bush Babes"
"Beauty is in the eye of the beholder and I realized the most important beholder was me." × someone else's idea of "ideal beauty"
Change the stereotypical standard of beauty and show true beauty is diversity
like use all-natural oil hair products & care for haircare
spread the platform of diversity within the fashion & beauty industries
"You're Worth It."
Cipriana unwavering belief : "As a woman of color who had so many past struggles within the industry just to fight to simple by me."
Social Media followers
promote the "natural hairs" idea
break down stereotypes & derogatory perceptions that black people had about natural hair
Majority - African Americans
Her appearance
Her unique, natural hair
easy to hook audience's attention
easy to spark audience's curiosity towards how she care her "hard-to-manage" hair
Promote hair treatments in a natural way
AVL community- listen to black people their trauma and find solutions to getting healing
"Urban Bush Babes" Movement
a wonderful and positive representation of black girls!
have a high level of engagement
You are my "virtual family", not my "followers"
She tries as much as she can to respond individually to all comments
Audience match
Why match L'Oréal Paris?
Circle of influence
Who is she?
a mom of twin boys
share her birth stories with husband Lorelco Mulzac on Youtube & Tiktok
Advocate for "Natural Hair Movement"
passionate about female empowerment
give curl tips & recommend best products for curly hair
"Rock my curly hair!"
self-love promoter
celebrating her postpartum body
being vulnerable
loving fashion, outfit of the day & beauty
curly hair girls
Media Kits towards followers
they don't rock their natural hair
As a woman, how to be a wife, mom?
How to strick a balance between everyday life & beauty
How to care skin & hair?
Match its values
"Beauty to inspire"
Inspire people of color to love themselves & natural hair
encourage others to inspire others
Social Media followers
African American women
wives, moms (roles)
love beauty, self-care, outfits
good engagement
We are the same. A cozy community to share their ideas of being a mom, wife and self
Promote products
Her video - daily morning routine: care hair
like to recommend great products for curly hair
have a big & active base of natural hair audience
reach & expand the audience
"Rockmyhair" Campaign concept: Create a selfie station. All three are happy clients and take photos with a professional light in front of "L'Oréal Paris" logo and uploaded online.
Collaboration tips:
It aims to shatter stereotypes towards hairstyles and offer a more inclusive vision. - images used in advertising and media do represent people with diverse hairstyles.
A strong, viral social media presence doing the advertising for L'Oréal Paris's tenet - "You're Worth It." and their haircare products. - add unique value to its products.
Release a Internet stock image gallery
Consumers/followers send in their own images to a #Rockmyhair page hosted by L'Oréal Paris in order to be considered for being added into the gallery.
Recent research reports that 90% of young adults would switch to using cause-related brands if price and quality were the same.
Affiliate relationships - set some payment terms and negotiate a contract to formalize the partnership.
No two partnerships are the same. Dig into each influencer their one unique point which perfectly matches the brand and the product.
Invite influencers to events during showcasing products, announce launches, etc. Get facetime with influencers and let them create interactive content for their audience like an Instagram story or on an upcoming vlog.
Choose brand ambassadors from trusted, long-time influencers. Make sure brand ambassadors are up-to-date on product line and that they’re educated about the products and upcoming launches. Give them personalized promo codes to share with audience.
Build trust & mutual understanding is essential. Influencers should know brand's story, mission, and values. Also, the brand need to listen to influencers' personal story. WOW! They really match!
Cautionary steps
See influencers as partners rather than media channels - same goal, same audience to serve
Influencers should truly has experience with the products. Influencers’ followers are very much acquainted with their life habits and likes. Be authentic and honest.
Make sure it's a true match. The comprehensive details of an influencer’s profile should be considered like audience location, gender, age, and purchasing power.
Implement measures to track performance of influencer campaigns. See what’s working, what’s not working, and the hotspots that require optimization.