The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the Numbers
1330 omma social jason yau
1. AN INSIDE PEEK OF L’OREAL’S
REDKEN & PUREOLOGY SOCIAL STRATEGY
Jason Yau
Interactive Marketing
1
2. STRATEGIC PORTFOLIO OF BRANDS….
Professional
Products
Division
MIZANI
Consumer
Products
Division
Luxe
Division
Active
Cosmetics
Division
The
Body Shop
6. NEW CONSUMER PATH TO PURCHASE
CONSIDER EVALUATE
THE LOYALTY LOOP
ADVOCATE BUY
Source: McKinsey & Co.
7. NEW CONSUMER PATH TO PURCHASE
EVALUATE
CONSIDER
THE LOYALTY LOOP
ADVOCATE
BUY
Source: McKinsey & Co.
8. NEW CONSUMER PATH TO PURCHASE
CONSIDER EVALUATE
THE LOYALTY LOOP
ADVOCATE
BUY
Source: McKinsey & Co.
9. NEW CONSUMER PATH TO PURCHASE
CONSIDER EVALUATE
THE LOYALTY LOOP
ADVOCATE BUY
BUY
Source: McKinsey & Co.
10. NEW CONSUMER PATH TO PURCHASE
CONSIDER EVALUATE
THE LOYALTY LOOP
ADVOCATE
ADVOCATE
BUY
Source: McKinsey & Co.
11. PPD SOCIAL MARKETING TASKFORCE
• Vision Statement:
In two years, social strategies will be integrated across all
owned, earned and paid PPD marketing programs to
engage the salon community, influence consumers to visit
salons and build brand loyalty among all our customers.
14. SOCIAL MEDIA GOALS
Sampling. Product Promotion.
Community.
Brand Awareness.
Customer Engagement.
Loyalty.
Sales Driver.
15. SOCIAL TEAMS: PHASE 1
Interactive Public Relations Marketing Communications
Redken Facebook Redken Twitter Pureology Facebook Pureology Twitter
16. NEGATIVE USER EXPERIENCE
• Checks and Balances – not in place
• Un-optimized Content
• Lacking Customer Service
(9 out of 10 questions go unanswered)
17. CHALLENGES
• Band-Aid Solution
• Lack of formal social media strategy
• Can not keep pace with emerging
trends and best practices
• Engagement efforts focus on ‘low
hanging fruit
18. SOCIAL TEAMS: PHASE 2
Interactive and PR
Directors
Interactive Marketing
Interactive Integrated Integrated
Marketing Communications Communications
Brand Brand Public Interactive Public
Education Copywriter IDigital
Marketing Marketing Relations Marketing Relations
Redken Facebook Redken Twitter Pureology Facebook
22. SALON PROFESSIONAL CONTENT STRATEGY
Brand Voice Brand Content
• Resource • Grow the Stylist Community
• Encourage stylists to • Create brand loyalty
recommend to consumers • Promote new products and
services
• Drive to brand owned
platforms
• Story driven content and not
too “Corporate”
• Customer Service
23. CONSUMER CONTENT STRATEGY
Brand Voice Brand Content
• Brand is the voice of • Create brand awareness ,
authority engagement and loyalty
• Content Library • Highlight New Products and
• Asking and Listening to our Services
customers • Drive to local salons for
products and services
• Peer to peer referrals
• Drive community to other
digital spaces
• Customer Service
