Post #8: Because You're Worth It

And so, my blog readers, we have reached the end of our analysis of the L’Oréal Paris USA website and social media platforms. From analyzing the inner works of the website by an SEO evaluation to evaluating the contents of their social medias and platforms, we have gotten a clear grasp of what L’Oréal Paris USA is and how they present themselves to their audience. After all this time, L’Oréal Paris USA never ceases to amaze me. Now that we have reached the end, it’s time to compile what would be the top 5 recommendations to the management of L’Oréal Paris USA, specifically to the team managing the social media and the team behind the website. Note that the following recommendations are entirely my own opinion and that I am not being sponsored by the brand, nor am I being influenced by external forces.

1. My first recommendation would be to expand the content on their YouTube page. YouTube videos are the go-to media for people interested in makeup and one of the major platforms for beauty gurus/influencers, so it would be beneficial for L’Oréal Paris USA to post more videos on how to apply their makeup products or creative makeup looks using only their branded products.

2. My second recommendation would be to create distinct content for their Facebook and Twitter platforms. Facebook and Twitter content is essentially the same, so it seems that the brand is posting for customer loyalty rather than for first-time customers, so it doesn’t make a difference whether to follow both sites or engage with the brand. I believe they should follow a similar style like on Instagram, posting exclusive and creative video ads, videos of consumers trying on their products, or aesthetic images highlighting a product; with that, they have more exposure via suggested posts and it’ll increase social media engagement.

3. My third recommendation would be to increase ad exposure by either investing more in the advertising campaign or engage in slightly heavier remarketing/retargeting. For example, in the month that the Air Volume Mega Mascara was released, I only had about a total of 2 ad exposure for the product. One was as a remarketing effort and the other was on social media that I believe was Instagram.

4. My fourth recommendation would be to include accessibility tools on their website for the visually impaired. As I previously mentioned in “Post #3: SEO Evaluation: Pass or Fail?”, consumers are starting to increase their reliance with online shopping, whether as convenience or due to the ongoing COVID pandemic. There is a possibility that some L’Oréal Paris consumers suffer from vision impairment and while they were comfortable being onsite in purchasing the branded product, they are now being ushered to do their purchases online, which could be a struggle as the website may not be accessibility friendly. By having the website be accessible by all, L’Oréal Paris USA will be upholding their motto and what they stand for: beauty for all.

5. My fifth and final recommendation might come off as nitpicking but for me, when I first visited the website, I did not see any clear sign or indication that the products are not for purchase on their own website, but that they redirect you to a certified third-party website to purchase there. If you see a product that you like on the L’Oréal Paris USA website and wish to purchase it, it will open a pop-up window of all the authorized third-party retailers (example: Amazon, Walgreens) that have the product and from there, it will redirect you to the retailer’s website (example: amazon.com) so that you can purchase the item. If you look at it from a certain point of view, it makes sense that you can’t directly purchase the products from their website since L’Oréal Paris USA manufactures the products but does not directly distribute them. They rely on their authorized retailers’ distribution network to handle that part of the logistics, while L’Oréal Paris USA focuses on the marketing campaign, reputation management, and manufacturing among other responsibilities. Still, it would definitely be a great addition to their website, especially if visitors there are relying on the website to find their products; by having it separate, it tends to reduce the amount of visitors and time of page sessions since visitors could simply visit an authorized retailer’s website and shop from there.

And those are my top five recommendations of overall improving their social media content, their website, and ad exposure. It can be said that all of their owned media are effective in their own way, and despite the differences in content, all platforms have one thing in common: that chic French aesthetic that is true to the original brand. I believe that the one of the main reasons that their social media isn’t at the same level as other cosmetic brands is because of the fact that L’Oréal Paris USA is a subsidiary of L’Oréal, not its own standing brand like MAC cosmetics. So, it makes sense that many of my recommendations are targeted at their social media, and it is something crucial in a way seeing as we are experiencing an increase in online shopping, beauty influencers, and social media interactions. In the end, it is up to L’Oréal Paris USA to adapt to the changing times and adapt to what their followers and potential followers are looking for when visiting either the website or their social media.