In anticipation of our upcoming Digital IQ Index: Beauty | France report, we’re releasing a series of videos featuring beauty brands in France showing Flashes of Genius in digital strategy. One was L’Oréal Paris, whose French Instagram account has 15x the followers of the average brand in our Index, has been an overachiever on the platform. L’Oréal Paris posts 5.8 times a week, and its total posts are seven times average brand in our French Index.
L’Oréal’s adds creativity to quantity. It has partnered with Instabloggers who post photos of L’Oréal events and makeup tutorials. The brand posts behind-the-scenes photos of models and make-up artists as they prepare for events such as Paris Fashion Week. In advance of product launches, it engages followers by asking them to guess the name of the new product. And, the L’Oréal Paris Instagram account regularly features product giveaways.