Currently, for the first time, Tubular published the rankings of the most watched beauty brands. In June 2016, with 89.3 million video views, L’Oréal ranked the first; At the second, Olay bunched behind it with 63.9 million views; with 63.8 million views, Dove at the third; At the fourth, Avon with 62.9 million views; and with 61.6 million views, Nivea at the fifth.
In June 2016, Most Watched Beauty Brands:
In Online Video Ads Crash Course 3.0 June 2016, Top Beauty Properties (All Data through Tubular)
Like I have mentioned in the past, for these brands, although I am not the target demographic now, since May 2010, I have been writing for this and other blogs about the beauty category, at a conference in New York when I interviewed Jordan Blum of Beautychoice.com. As Michelle Phan hadgenerated millions of dollars in sales in less than a year, he told me back then that providing products to top beauty influencers and described this program like “product placement on steroids.”
Well, in a multi-platform world, the beauty brands have learned to create successful video properties of their own because a lot has changed in 6 years. Also how to continue collaborating effectively with influencers. Then, from L’Oréal, video marketers have other target audiences but there are a lot of lessons to learn.
Many video marketers think the fewer video properties you have the better, for starters. Some questioned the wisdom of that strategy, when I reported 4 years ago that Google had 101 YouTube channels. Well, Google had multiple market segments worldwide, so I had to argue that is was a wicked smart strategy. Creating 101 YouTube channels focused on different regions, categories, and languages was “market segmentation 101.”
This lesson also seems to have learned by L’Oréal. In 39 different countries, the beauty brand has 61 video properties. Despite the conventional thinking which says that the fewer video properties you have the better, L’Oréal seems to be benefiting from having multiple properties that are each focused on a different segment of the market. In other words, our video strategy needs to reflect the different platforms languages, and cultures of all of our target audiences because we do not live in a one-size-fits-all world. In June, one of the brand’s most viewed videos was this native Facebook upload to L’Oreal’s Brazil company page. With generating 7M views, and 70K engagements, the clip, which features consumer feedback on the Micellar Water product.
Especially, in the beauty industry, this is true. L’Oreal Paris is committed to bringing women of all ages quality content that inspires them to embrace their own unique beauty and reinforce their sense of self-worth. From country to country, that can differ markedly. L’Oreal Paris may be able to centralize some things as its innovation, technology, and research when the largest beauty brand in the world. But, providing groundbreaking, high-quality products across 4 major beauty categories like skin care, cosmetics, hair color and hair care, requires the brand to focus on local trends and local styles.
Well, most of the stories about the confident women who define the L’Oreal brand need to reflect the unique demands of each of the major market segments, even if with expert stylists some hair and makeup tips translate across boundaries. For instance, on May 15, 2016, L’Oreal Paris Australia uploaded the following video and told the stories with different heritages of 3 women:
To the brand, how does this kind of content help connect a wide variety of customers? So, from warm to neutral to cool, to match your skin’s natural color, L’Oréal Paris True Match Foundation is available in eleven shades to suit every skin. According to a survey by 2CV and L’Oreal over two weeks of a 500 women sample group aged 18-65 representing Australian population skin tones in major capital cities within Australia and 98 percent of Australian women found their True Match.
I see, you could fit on a bumper sticker this video strategy: Think globally and act locally. However, in June 2016, it seems to have helped L’Oréal turn into the most watched beauty brand. Well, the next time someone questions why you need more than one YouTube channel do not use this argument and 1 Facebook page to make sure that your video marketing strategy will be effective and successful.