With the launch of the new Infallible Paints, L’Oréal Paris wanted to reinforce their position as a colour authority in the beauty industry. The collection features a range of colourful and vibrant lipsticks, blushes and eyeliners. The goal of the campaign was to inspire inspire women to dare to rock bold colours.
L’Oréal Paris and Made in designed a strategic influencer campaign focusing on the influencers’ power of recommendation. With 74% of consumers using social media to make purchasing decisions, and 60% of users learning about products and services on Instagram, this platform was the perfect network to promote the new Infallible Paints products.
Infallible Paints- Who and Where?
Made in selected 32 Canadian influencers so far (campaign is still ongoing!) . The total reach currently exceeds 4.5M people. Within the selection were makeup artists, beauty gurus and everyday girls from broad diverse backgrounds. This was to showcase how the products fit within different lifestyles. To appeal to the beauty community and as a way to capitalize on current content trends, the brand ambassadors highlighted the products in different innovative ways. Some of the content produced were including unboxing stories, colourful flat lays, short videos, fun swatches, lifestyle photos and more.
All publications featured the hashtags #PaintYourself and #InfalliblePaints.
My skin is not perfect and the marks you see on my face are from when I had the worst case of chicken pox. I AM not beautiful like YOU. I AM beautiful like ME. Every word I used in this video describes the trait I'm most proud of. Hope you guys like my very first Beauty Video and many more to come. I'm giving away a whole box of @lorealmakeup #infalliblepaints Line that you can check out on my Insta stories to one lucky winner. Follow the three simple steps below. Winner will be announced January 20th and the Package will be on its way! #paintyourself 📽 @x.markstheshot 1. Follow me 2. Tag 2 friends that could pull off these looks💋 3. Don't let anyone dim your light💕
Contests to win the entire collection were also integrated to drive engagement from the online community.
To complete the strategic program, several YouTubers were also given the mission to create videos with the products while promoting the message that everyone can pull off colourful makeup.
The campaign has thus far accumulated nearly 500K video views and over 94K total engagements across Instagram posts, Instagram stories and YouTube videos.
Contact us to see how Made in can design a strategic campaign for your brands’ needs!