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Looking Good WE DIVE INTO ALL THINGS BEAUTY — FROM ONLINE TO IN-STORE — WITH LIANNA CABRERA TONNER OF L’OREAL PARIS COSMETICS. BY CHARLI E M EN CHAC A
With emerging technology, social commerce and more voices championing inclusivity, the world of beauty is open to more possibilities. To explore the latest offerings in this category, we spoke with Lianna Cabrera Tonner, senior manager, shopper marketing, at L’Oreal Paris Cosmetics. P2PI: Tell us about one of your recent successful campaigns. Cabrera Tonner: Back in April, singer Camila Cabello, our Lash Paradise mascara spokesmodel, hosted a performance on TikTok Live to launch her new album “Familia,” which was a global brand fi rst. To capitalize on this major moment, we partnered to activate a Lash Paradise integration to build excitement leading up to the event. We leveraged paid media swiping up to Target, our retailer partner, and had influencer promotion on TikTok to keep Lash Paradise top of mind. On the
event day, we continued to run paid ads throughout the performance and boosted influencer content showcasing brand love for Lash Paradise. At the end of the activation, we exceeded benchmarks by reaching a total of 14.5 million impressions and more than 53.6 million total views on our paid content. We saw a greater than 18% sales lift that continued throughout the month of April. It was a really unique way to support our spokesmodel, test and learn new activation platforms, and drive incremental sales at one of our top retailers. P2PI: How do you incorporate influencers into your campaigns? Cabrera Tonner: The COVID-19 pandemic has really taught us the importance of a digital-first strategy. They are at the heart of every campaign we do, whether it’s micro influencers to build buzz, our L’Oreal League of experts to provide professional recommendations, or social media stars like Mikayla Nogueira to help us drive virality. Especially in beauty, honest reviews and recommendations are one of the best ways to build brand love and sustain repeat purchasers. P2PI: Our society at large is more accepting of inclusivity and body/ skin positivity. Consequently, how has that affected the marketing messaging and creative? Cabrera Tonner: This has been a hot topic within the beauty category for a while now, and it’s an especially welcome industry shift for cosmetics. We as a brand are making a conscious effort to expand shade ranges within our face products. We also are ensuring
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