https://www.wsj.com/articles/loreal-applies-digital-makeover-to-sales-efforts-11605046234
The article above highlights several digital innovations that L'Oreal has rolled out in response to the pandemic. I thought two things here were particularly interesting:
First, the brand has leveraged a lot of gamification into their new platform. The mobile app, which allows beauty consultants to virtually apply makeup to prospective customers, also lets customers choose new hairstyles and accessories and employ them in gaming formats. This is a relatively new/nascent part of digital marketing, but interestingly applied in this case.
Second, L'Oreal has created a platform that is primed for network effects. In particular, they have empowered influencers and bloggers to use the product, through their live streaming platform and support of beauty-based master classes.
As other brands, particularly those in retail and beauty, contemplate their pandemic response, they should look to L'Oreal as a benchmark for how to adopt a fresh, digital experience.
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