When it comes to digital video, L’Oréal brands have established clear dominance in the EU. Unlike brands that rely on their English, global YouTube page to carry the European market, nine of the eleven labels under the L’Oréal umbrella maintain in-language YouTube accounts in at least one of the EU-5 countries. L’Oréal Paris boasts the greatest channel video views of any beauty brand in each of the EU-5 markets, and other L’Oréal companies dominate the remainder of the Top 5 lists. On average, L’Oréal brands register 50 times more video views per branded YouTube account than those under its competitor conglomerate, The Estée Lauder Companies.
L’Oréal’s YouTube achievements aren’t limited just to numbers — the enterprise also outperforms others at bridging video content and commerce. The L’Oréal Paris España YouTube channel, for example, encourages users to view — and shop — products featured in how-to videos. Products are highlighted in a panel underneath the video and link back to the product page on the brand’s regional e-commerce site. The brand also seamlessly integrates customer service, social media, and website content directly onto its YouTube page. Fans can ask experts and makeup artists questions though a widget under the video, read the brand’s Twitter feed, or browse new trends and looks by clicking on modules that link back to e-commerce content.
For more information on the EU Supplement to the Digital IQ Index: Beauty, download an excerpt of the report here.
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