Positively Provoking a four-fold increase in sales for L’Oréal in a 12-hr beauty festival on Facebook live
L’Oréal wanted to increase its sales in Malaysia by embracing the trends of conversational commerce and livestreaming. So, the beauty company aimed to host a live-selling event that would engage customers in personalised conversations.
Beauty shoppers love events. The joy of browsing through attractive deals and delightful packaging, chatting with experts, receiving professional advice and consultations and highly attentive customer service. But the outbreak of COVID-19 meant this beloved and luxurious shopping experience was completely disrupted and luxury beauty brands were hit hardest.
We wanted to excite shoppers again in the absence of a luxe beauty event – but how could we do that without the option of an in-person experience? a virtual event could offer the same perks as the traditional habits of our consumers, but an ordinary live streaming event wouldn’t make the cut. We had to ensure everything our luxe customers loved about beauty events could be experienced in the comfort of their own homes
L’Oréal decided to host a 24-hour sale and an all-day virtual beauty festival via Facebook Live for its luxe division, which includes brands such as Kiehl’s, Lancôme, YSL, Armani Beauty, Shu Uemura, Biotherm, Urban Decay and IT Cosmetics. During the event, each brand had 1.5 hours to feature its products; introduce celebrities, industry experts and beauty influencers; and host giveaways and flash sales.
To enable a simple and seamless ordering process L’Oréal engaged Facebook Marketing Partner Jumper.ai to build an automated experience for each of the brands. During the Facebook Live event, presenters encouraged viewers to use a dedicated hashtag in the comments, which triggered a personalised conversation via Messenger. Customers could then interact with a beauty advisor for a one-on-one consultation, place orders and follow guided assistance to make payment.
In the lead-up to the virtual beauty festival, L’Oréal ran a Facebook ad campaign in partnership with digital agency Wavemaker and creative agency IDOTYOU. After the live event, the beauty company ran a campaign with dynamic ads to reach its usual audience as well as the live audience.
The event earned the following results: