2 min read
Jared Silitonga - Jul 12, 2022

L'Oréal Vietnam Finds Success in Social Listening

It is imperative that your customers see a personable brand carrying the same vision as they do in their beliefs and lifestyle.


L'Oréal is one of the world’s largest cosmetics conglomerates, having a product line that includes hair color, skincare, sun protection, make-up, perfume, and hair care. It has a renowned portfolio of brands from all across the world, notably Maybelline, Garnier, Kiehl's, Shu Uemura, and Lancôme to name a few.
In its position as an undisputed leader in the global beauty market, its business model is strengthened by its ability to not only acquire successful players but grow them as a brand. On innovation, L'Oréal has also adapted its sales strategy by turning to eCommerce, accounting for more than 28.9% of its worldwide sales based on its 2021 annual report. As consumers turned to digital avenues for purchases, technology is one key component in the future of beauty that cannot be ignored.

Future-forward Marketing 

To stay ahead of the market, Digimind Social is another key technology that has supported L'Oréal in its digital transformation strategy. Social media listening is a powerful way of using artificial intelligence and machine learning to help L'Oréal tap on vital customer data seamlessly, for consumer insights, competitive intelligence, and campaign analysis.

For L'Oréal, the objective of using social intelligence is to primarily boost marketing goals. With over 100 other players in the beauty market alone, understanding where its brand is ranked among its competitors will ensure that its marketing efforts are producing the desired level of consumer visibility and Share of Voice (SoV).

L'Oréal Vietnam’s corporate digital marketing team operates as a centralized team for the brand's four major divisions – namely Consumer Product Division, Active Cosmetics Division, L'Oréal Luxe Division & Professional Product Division – to provide a 360-degree view of every brand’s performance and to leverage best practices via social listening.

Social listening is an effective platform to streamline the trove of consumer data generated on social media, such as Facebook, Instagram, and TikTok. All that information is then visualized, analyzed, and delivered to individual brands under L'Oréal to inform their marketing opportunities and optimize their social media performance.


Social Transformation

The need for social intelligence was accelerated in the Covid-19 climate, as the volume of mentions naturally increased as a result of more people staying home and changing their purchasing habits to online shopping. Consumer data captured helped to inform and optimize L'Oréal Vietnam’s social strategy two-fold: by actively monitoring the performance of new product launches and staying ahead in the industry by watching out for other competitors.

Digimind Social has become a cornerstone of digital marketing for L'Oréal Vietnam, by powering social media strategy with social listening data that helps L'Oréal to push beyond the digital era.

Digimind CTA - Monitoring Social Media Conversations about Your Brand

Written by Jared Silitonga

Jared is a member of the APAC marketing team at Digimind. Besides hashing insights into content, he loves a good ol' sit-down of board gaming and film rhetoric. Catch him diving in other shenanigans on Instagram @jarrds