Marketing in the News: How L'Oréal Is Tapping Into Esports and Gaming Culture

L'Oréal is one of my favorite cosmetics companies. I found an interesting article in ADWEEK, which depicts that L'Oréal is interacting with esports and gaming for promoting brand engagement and community culture. The marketing strategy used by L'Oréal is very novel, which arouses my strong interest.

The article mainly depicts that L'Oréal utilizes a burgeoning gaming strategy to increase its online inclusivity. It tries to build platform partnerships in esports for establishing brand value and resonance worldwide. L'Oréal believes that communities can gather fans of games, which is beneficial to show products directly through these streaming communities. Meanwhile, L'Oréal states that they use creativity to make beauty in the gaming space. L'Oréal also found the great potential of gaming communities for their brands.

The value proposition of L'Oréal aims to make their products satisfy every kind of culture and beauty. Therefore, they try to establish stronger gaming communities by valuing people from different backgrounds and cultures.

The marketing relevance explored in this article is L'Oréal’s new marketing campaign for engaging more customers by building community in the gaming field. It tries to use gaming strategy to establish corporation relationship with esports partnership. Then, it can improve its brand engagement in the gaming field and establish communities worldwide. The customers are fans of games, which can be assembled together in communities, Then, L'Oréal can show their products directly in these streaming communities, which can increase marketing share effectively.

The challenge is that L'Oréal as a well-known cosmetics company is now entering a new gaming field. It aims to be representative of esports and increase brand engagement in gaming culture. Therefore, the new field requires L'Oréal to consider the needs of gamers combined with the value proposition. They need to develop a new gaming strategy and conduct marketing research to access its risks and benefits. Meanwhile, there are many other cosmetics competitors such as NYX, who also try to increase online representation in the gaming field.

The marketing approach is very unique and new. The reason is that  L'Oréal tries to increase representation and brand engagement in the gaming field. Therefore, it has a specific buyer persona, which targets on fans of these games. These gamers can understand products through community.

The marketing solution is very good. The reason is that this solution is very creative by attracting a specific buyer persona via a community. Meanwhile, it reflects its value proposition by meeting the beauty needs of every culture.  

 

If I were the product manager, I would launch some activities to attract attentions of gamers. For example, I can use creative strategy to develop some games related to make up or cosmetics. It is beneficial to stimulate interests of these gamers. Meanwhile, gamers who share games can receive gift cards or cosmetic sample.

From this article, I learn that being creative is very important, which can improve company’s core advantage. Meanwhile, I learn that strategy should be made based on  companies’ value propositions.