Discover how L'Oréal Professionnel established itself in the beauty industry through a rigorous and innovative influencer marketing strategy. This article explores the brand's historical evolution, key tactics, and concrete examples of effective campaigns that increased its visibility and engagement on social media.
For over a century, L'Oréal Professionnel has embodied excellence in hair care. By integrating influencer marketing into its approach, the brand has adapted to the industry's digital transformation while maintaining a close relationship with hair professionals. This combination of technical expertise and modern communication is one of the key factors behind its dazzling success.
History of L'Oréal Professional in Influencer Marketing
The history of L'Oréal Professionnel is deeply rooted in innovation and a constant commitment to supporting hair professionals. Founded in 1909 by Eugène Schueller, the brand first laid the foundations for safe and accessible hair color, designed specifically for salons. Gradually, this technical focus was combined with an increased focus on artistic creation and the connection with professionals, placing science and aesthetics at the heart of its DNA.
L'Oréal Professionnel's transition to influencer marketing began with the advent of social media, particularly Instagram and TikTok, where the brand embraced the dynamics of content creators in the 2010s. Quickly detecting the impact of influencers in beauty prescriptions, L'Oréal Professionnel capitalized on these new voices to expand its reach while maintaining its technical credibility.
Initial initiatives included partnerships with renowned hairstylists, specialist colorists, and trendsetters capable of embodying the brand's values. This strategy has expanded into a broader ecosystem, multiplying collaborations with micro and macro influencers to reach both professionals and the general public. By 2024 and 2025, the figures illustrate a dramatic increase in visibility and digital engagement:
- +563 % Earned Media Value (EMV) over six months, with nearly 30 million euros generated,
- Over 900 activated KOLs, precisely distributed between mega, macro, micro and nano-influencers,
- Massive visibility with more than 423 million cumulative impressions on related content,
- An engagement rate of over 6.69 %, well above industry standards.
This digital shift was orchestrated with respect for the privileged relationship with hairdressers, combining both a B2B and B2C approach. The brand has thus been able to build dual credibility, technical among professionals and aspirational among end consumers, by cultivating trust and proximity in a competitive environment.
| Period | EMV (€) | Number of activated influencers | Impressions (millions) | Engagement rate (%) |
|---|---|---|---|---|
| May – October 2024 | 4 520 000 | 595 | 102 | 2,88 |
| November 2024 – April 2025 | 29 990 000 | 909 | 423,29 | 6,69 |
This progress demonstrates a smooth adaptation to changing information consumption habits and demonstrates L'Oréal Professionnel's desire to rely on influencer marketing to establish its global leadership.
Strategies implemented by L'Oréal Professionnel for effective marketing influence
L'Oréal Professionnel's strength lies in its structured, diversified influencer marketing strategy, precisely tailored to its objectives. The approach is structured around several complementary axes that, together, maximize reach, authenticity, and engagement.
First, the rigorous selection of influencer profiles is at the heart of this dynamic. By targeting content creators whose universe matches its hair expertise, the brand ensures maximum legitimacy among communities. This approach prioritizes:
- Recognized professionals in the sector (hairdressers, colorists) who provide technical know-how,
- Macro-influencers with large audiences to ensure mass visibility,
- Micro and nano-influencers, guarantors of proximity and authenticity essential for engagement.
This segmentation is reflected in the recent distribution of the 909 engaged KOLs:
| Category | Number of KOLs | Description |
|---|---|---|
| Mega-influencers | 15 | Over a million subscribers, maximum visibility |
| Macro-influencers | 136 | 100,000 to 1 million subscribers, wide reach |
| Micro-influencers | 507 | 5,000 to 100,000 followers, authentic engagement |
| Nano-influencers | 251 | Fewer than 5,000 subscribers, community proximity |
Next, L'Oréal Professionnel favors a multi-channel strategy, combining Instagram, TikTok, and partner media to multiply touchpoints. Each platform is leveraged according to its specificities: TikTok for its short, viral formats, Instagram for its visual aesthetics and qualitative interaction. This diversity allows it to address differentiated segments while maintaining a consistent overall message.
In addition, campaigns are often punctuated by engaging events, such as product launches, speeches during thematic days (e.g., Women's Rights Day), or live-streaming sessions to boost interaction with audiences and increase the reach of messages. This mixed system places the brand in a dynamic of permanent activation, essential in a constantly evolving sector.
Finally, ethics is an inseparable pillar of their strategy. The L'Oréal group has established a specific charter of values for its relationships with influencers, emphasizing the importance of:
- Transparency on partnerships,
- Respect for diversity and inclusivity,
- Creative freedom, while respecting intellectual rights and legal obligations.
This responsible approach not only helps to strengthen public trust, but also to sustain collaborations and nurture a stable and committed network.
L'Oréal's strategic choices are also inspired by numerous proven levers on improving customer experience through influencer marketing and implement best practices in partnerships with key influencers.
Examples of successful campaigns that have strengthened L'Oréal Professionnel
L'Oréal Professionnel's success in influencer marketing is illustrated by several iconic campaigns, where storytelling, strong values, and digital performance combine effectively.
A major example is the “Iconic Browns for Iconic Women” campaign, launched for International Women’s Day in March 2025. This initiative highlighted a range of personalized brown hair colors, embodying female empowerment and celebrating diversity through:
- 25 content creators from different countries and profiles (beauty influencers, artists, models),
- A concept based on personalization: each participant chose a shade of brown that matched her personality,
- Video content broadcast on TikTok, Instagram and partner platforms, generating strong resonance and considerable reach,
- A careful narrative highlighting the elegance, power and modernity of women, with notable critical resonance in media outlets such as Vogue India.
The results of this campaign are impressive:
| Key indicators | Measured values |
|---|---|
| Total number of contents created | More than 50 publications between videos and posts |
| Average commitment | +8 % above the average of previous campaigns |
| Increase Instagram awareness | +23 % over the period |
| Sales growth for the iNOA Iconic Browns range | +16 % over the two months post-campaign |
Another notable campaign runs regularly on TikTok, where L'Oréal Professionnel is positioning itself as the 23rd-ranked beauty brand in France by 2024, and the second-ranked in the haircare category. The success of its activations on this platform is achieved through:
- A balanced mix of content sponsored by macro-influencers and authentic tutorials created by professional hairdressers,
- Leveraging popular viral formats like hair transformations, expert advice in short videos,
- Sustained interaction via live streaming, which allows the trade fair experience to be recreated for consumers.
These campaigns perfectly illustrate the importance of combining reach, quality of content and depth of message, thus confirming the potential of well-orchestrated influence marketing. They also highlight the relevance of a mix between quality and quantity in influence campaigns to achieve maximum impact.
Furthermore, L'Oréal Professionnel's commitment to KOLs is a differentiating factor. For example, the brand maintained collaboration with nearly 44 influencers from one session to the next, thus consolidating a lasting and authentic relationship, a guarantee of credibility and continuity.
The practices deployed by L'Oréal in the sector respond to the challenges of mature and exemplary digital marketing, thus contributing to redefining influence in the professional world of beauty.
To deepen your understanding of influencer strategies in the beauty sector, it is advisable to consult our articles on the importance of Earned Media Value, the key actions for a successful campaign or the impact of TikTok in the evolution of influencer marketing.
FAQ on how L'Oréal Professionnel dominated the beauty industry through influencer marketing
What are L'Oréal Professionnel's first steps in influencer marketing?
L'Oréal Professionnel began its shift towards influencer marketing by initially relying on partnerships with recognized hairdressing professionals, then evolving towards collaborations with macro and micro-influencers in order to reach a wider and more diverse audience.
How does L'Oréal Professionnel select its influencers?
The selection of influencers is based on their technical legitimacy, their affinity with the hair world and their ability to engage their communities in an authentic way, combining professional profiles and creators of mainstream content.
What types of influencer campaigns work best for L'Oréal Professionnel?
Campaigns that combine strong storytelling, personalization (like 'Iconic Browns for Iconic Women'), and a multi-channel mix with different formats, particularly on TikTok and Instagram, generate the best results in terms of engagement and awareness.
What is the measurable impact of influencer marketing for L'Oréal Professionnel?
Over a recent period, theEarned Media Value increased by 563 million views, content visibility reached over 423 million impressions, and sales of some products increased by over 15 million views post-campaign, demonstrating a strong correlation between marketing influence and sales performance.
Why is influencer diversification important in L'Oréal Professionnel's strategy?
Diversifying influencer profiles allows for the combination of mass visibility through macro-influencers and authentic proximity thanks to micro- and nano-influencers, thus ensuring a broad reach while cultivating a bond of trust with more targeted audiences.
To benefit from proven influencer marketing expertise and ensure the success of your beauty campaigns, working with an experienced agency like ValueYourNetwork is strategic. Since 2016, we've delivered hundreds of successful campaigns, helping brands and influencers achieve fruitful collaborations. If you're looking to boost your visibility and drive engagement, contact us to discover how our expertise can help you achieve these goals.