Destination Beauty

CHALLENGE & INSIGHT:  L’Oreal Paris sought to establish a leadership position with the rising millennial customer, who is digital-native and trusts authentic influencer voices.

SOLUTION:  Built a YouTube community, aligning 10 emerging YouTube stars to a multi-year publishing and engagement strategy. Produced 115 YouTube videos in a single year, led editorial planning and creative work sessions. Publishing strategy included repeatable formats, such as Season Looks, #Here2There, Get Ready with Me (GRWM), #5MustHaves and more.

RESULTS: 10 million+ views in 18 months, subscribers grew 2.6x to 120,000.