Recently, Tubular published the rankings of the most watched beauty brands for the first time. L’Oréal ranked #1 with 89.3 million video views in June 2016. Bunched behind it were Olay at #2 with 63.9 million views, Dove at #3 with 63.8 million views, Avon at #4 with 62.9 million views, and Nivea at #5 with 61.6 million views.
Most Watched Beauty Brands: June 2016
Now, I’m not the target demographic for these brands, as I’ve mentioned in the past, but I have been writing about the beauty category for this and other blogs since May 2010, when I interviewed Jordan Blum of Beautychoice.com at a conference in New York. He told me back then that providing products to top beauty influencers like Michelle Phan had generated millions of dollars in sales in less than a year. He described this program as “product placement on steroids.”
So, a lot has changed in six years – and the beauty brands have learned how to create successful video properties of their own in a multi-platform world as well as how to continue collaborating effectively with influencers. So, there are a lot of lessons to learn from L’Oréal – even if video marketers have other target audiences.
For starters, many video marketers think the fewer video properties you have the better. When I reported four years ago that Google had 101 YouTube channels, some questioned the wisdom of that strategy. So, I had to argue that is was a wicked smart strategy because Google had multiple market segments worldwide. So, creating 101 YouTube channels focused on different categories, languages, and regions was “market segmentation 101.”
L’Oréal seems to have learned this lesson, too. The beauty brand has 61 video properties in 39 different countries. So, 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, we don’t live in a one-size-fits-all world, so our video strategy needs to reflect the different languages, cultures, and platforms of all of our target audiences. One of the brand’s most viewed videos in June was this native Facebook upload to L’Oreal’s Brazil company page. The clip, which features consumer feedback on the Micellar Water product, generated 7M views, and 70K engagements.
This is especially true in the beauty industry. 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. That can differ markedly from country to country. As the largest beauty brand in the world, L’Oreal Paris may be able to centralize some things like its technology, research, and innovation. But, providing groundbreaking, high-quality products across four major beauty categories – hair color, cosmetics, hair care, and skin care – requires the brand to focus on local trends and local styles.
So, even if some hair and makeup tips with expert stylists translate across boundaries, 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. For example, the following video, uploaded by L’Oreal Paris Australia on May 15, 2016, tells the stories of three women with different heritages:
How does this kind of content help connect a wide variety of customers to the brand? Well, L’Oréal Paris True Match Foundation is available in 11 shades to suit every skin, from warm to neutral to cool, to match your skin’s natural color. And 98% of Australian women found their True Match, according to a survey by 2CV and L’Oreal over 2 weeks of a 500 women sample group aged 18-65 representing Australian population skin tones in major capital cities within Australia.
I know, you could fit this video strategy on a bumper sticker: Think globally, act locally. But, it seems to have helped L’Oréal become the most watched beauty brand in June 2016. So, don’t use this argument the next time someone questions why you need more than one YouTube channel and one Facebook page to ensure that your video marketing strategy will be effective and successful.