""Now, we're able to have 1,000 influencers posting about this trend with our products within five days," says Raoust. "Before, you would have a campaign that would take about a month. Now we're talking days. This level of agility requires a reshuffling in this new ecosystem.""
""Now, we have to commit to a relationship with creators, trust the relationship and embrace what they're creating, because, at the end of the day, we want this to be as genuine as possible - they have their tone of voice, they have their stories to tell.""
""If anything, influencer marketing forces us to know our brands better," Raoust says."
L'Oréal is moving away from glossy campaigns and rigid brand control toward agility, experimentation, and openness to new platforms, creators, and technologies. The company accelerates campaign execution, enabling large-scale influencer activity within days rather than weeks, and reshapes operations and culture to match that pace. The brand commits to long-term relationships with creators, trusting their voices while providing brand frameworks and guidelines to maintain coherence. L'Oréal expands focus from top-tier influencers to micro and nano creators and increasingly repurposes creator-generated content across channels to drive authentic engagement and faster market responsiveness.
Read at The Drum
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