We all know L’Oreal as the global leader in beauty, but how have they grown since their humble beginnings? L’Oreal started developing and selling hair dye to Parisian hairdressers in 1909 and have grown to be the most innovate beauty company today.
FASHIONOTES interviewed, Rachel Weiss Vice President, Digital Innovation and Entrepreneurship at L’Oreal USA to understand how the company is portraying its image through digital content. Weiss will be speaking at SxSW on March 16th about “Startups Pitch for Brand Partnerships.“
Tell us about your role at L’Oreal and your background.
Rachel Weiss (RW): I’ve been working in digital media in various industries and functions since the start of my career. I’ve always been passionate about the building of technology as a way to distribute content and products. Our mission is to innovate the culture, capabilities and new business concepts for L’Oreal knowing that technology is at the core of everything we do. In my current role at L’Oreal USA I have the opportunity to figure out how innovation can drive business growth, working for a company that helps women feel beautiful and confident.
The L’Oreal Paris MakeUp Genius app has merged beauty and technology by creating a way for people to try makeup on virtually. How is this product doing in the market? What has been the consumer response/usability?
RW: Makeup Genius was a true breakthrough for the company. We were able to leverage advanced technology to reinvent what the beauty advisor looks like for consumers. The development of the app is just one example of how L’Oreal is using consumer insights to guide our innovation strategy and transform the way women experience the beauty industry.
We love L’Oreal’s message #beautyforall. In a digital, social-savvy world, connection can feel inorganic. How do you ensure that messaging is both organic and impactful?
RW: We believe that authenticity in our content is so important. Our beauty for all mission is to meet the diverse beauty needs of women around the globe and the marriage between technology and personalization allows us to offer consumers targeted content that complements their lives.
L’Oreal has been named one of Fast Company’s “50 Most Innovative Companies in the World.” How does L’Oreal adjust to the quick pace of digital advancements while still ensuring the brand stays ahead of trends?
RW: L’Oreal has been a pioneer in the beauty industry for over 100 years and innovation has always been at the core of our business. We’re constantly evolving and are obsessed with finding new ways to tell our story and captivate new consumers.
Does L’Oreal collaborate with online influencers such as beauty bloggers or YouTubers? What do you look for in these influencers when choosing which ones to work with?
RW: L’Oreal owns 28 global brands and each brand has their own unique DNA and strategy for influencer engagement. Beauty blogger and online experts have developed such an important presence in the beauty community, so we look to identify those with an authentic voice who are able to connect with consumers on a deeper level. Michelle Phan is the perfect example of this, with cult following of over 7 million people on youtube alone we were excited to partner with her to launch her own cosmetics line at L’Oreal, em Michelle Phan.
What technologies, start-ups, apps, etc. excite you most this 2015?
RW: I’ve said this before, but I’m still very excited about the future of Snapchat. I’m also interested in the concept of virtual reality, the connected home, the evolution of entertainment, education and how and what we’ll be consuming in the next few years. Personally, I’m dying for a driverless car!
Obsessed with fashion and personal style. I’m excited to see what the future of fashion would look like.
