In an age when Instagram stories are used to promote practically anything and everything, L’Oréal India’s profile on the social media platform is a tad bit disappointing. However, switch over to its YouTube channel and the scene is refreshingly different.
Short and crisp video clips featuring some of Bollywood’s leading ladies are bound to make you pause and want to know more about the products being endorsed. These don’t play out like your usual commercials, but are detailed tutorials where Aishwarya Rai Bachchan enlightens you on her makeup routine at home and Deepika Padukone tries convincing you why the French cosmetics major’s clay-based shampoo is a must-have. Apart from these marquee names, a handful of beauty bloggers aka ‘influencers’ will leverage their social capital to educate you about the latest launch.
The story’s the same for its beauty and wellness brand Garnier India’s YouTube page, where youth icon Alia Bhatt makes a case for a makeup remover launched in December last year called Micellar water. A commercial that has not yet been released for a prime time TV slot but is the highlight of its social media platform reflects the company’s belief in a digital-first strategy. “People have been using removers for many years, but getting an effective one has always been a problem. We concentrated only on YouTube. We got 22 million views in the first month of the launch,” claims Aseem Kaushik, director, consumer products division, L’Oréal India, that overlooks categories such as hair colour, makeup and skin care.
While Kaushik declines to share the actual sales volume resulting from the digital approach for the product above, the country head, Jean-Christophe Letellier’s beliefs affirm that the brand is counting on this strategy to garner a higher market share. “Social m