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.