Dive Brief:
- Signaling a need to respond to trends more quickly, L’Oréal is taking its content creation in house with a new studio at its Montreal headquarters.
- The three-person team will create real-time, local and sharable content for brands including Maybelline and Kiehl’s.
- Content types created by the team will include how-to videos, tutorials on makeup and social media imagery.
Dive Insight:
L’Oréal is the latest brand to take control over its content creation with a new three-person in-house studio located at its headquarters in Montreal and tasked to produce content for all 35 brands in L’Oéal's Canadian portfolio. The new studio is a pilot effort that could end up spreading across the company’s global operations.
Ekaterina Dobrokhotova, consumer engagement manager at L’Oréal Canada, told Digiday, “How we’re consuming media today is changing. There are planned trends and there are unplanned trends — and the way we were set up, we could just not do those unplanned trends.”
The idea behind the content studio is speeding up the ability to create content for different social media platforms and avoiding the expense and slower pace of outsourcing that content creation.
“Content-creation expertise and know-how needs to be internalized, and being able to have governance over your content helps. We can add the right context and relevance locally — if a contouring trend is trending in the U.S., the same may not be the trending in Canada,” Dobrokhotova said.