Aiming to accelerate its ecommerce growth and enhance its influencer marketing program, L’Oréal Canada is teaming up with Toronto-based mobile tech firm dubdub to leverage its “dubcandy” app to convert viewers and boost online sales. The app supports shoppable video content that can link out to retailer websites, and L’Oréal is looking to use it to set up a new compensation model for influencer campaigns based on conversions.
What Brands Should Do
WIth the recent explosion of makeup tutorial videos and online influencers, many beauty brands are figuring out the best way to integrate influencer marketing into their existing content strategies. This move by L’Oréal suggests that one way to do so may be combining it with shoppable content. Not only does it allows L’Oréal to monetize video content across their influencer network, it also provides a quantitative way to measure the performance of their influencer content.
How We Can Help
The Lab has extensive experience working with beauty and CPG clients to create and implement retail experiences that utilize social and influencer content. The recently-opened NYX Cosmetics store at Union Square, featuring a “Colorcast” digital sculpture that displays NYX’s social content in fascinating, color-coordinated combinations, is a proud showcase of our team’s work in this space and elevated NYX as one of the most innovative digital beauty brands of 2016 named by WWD. If you’d like to learn more about how your brand can develop an updated retail strategy and implement digital-driven solutions to modernize your retail experience, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.