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Case Code: MKTG406
Case Length: 10 Pages 
Period: 2013-2018   
Pub Date: 2020
Teaching Note:Available
Organization : L`Oreal Group
Industry :Cosmetics & Toiletries
Countries : India,Australia
Themes: Digital Marketing/Social Media Marketing/Communication Strategy/Brand Strategy
Case Studies  
Business Strategy
Human Resource Management
Leadership & Entrepreneurship

Influencers: Key Voice in Driving Brand Value of Beauty Products

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Influencer marketing campaigns had a significant positive impact in terms of product awareness, consumer engagement, product sales, and revenues. In the case of Avon, more than 4,000 women sent their photographs for “The Avon True Make Up Marathon” contest; Avon True’s share of voice increased from 7% to more than 53% during the campaign period (April to May 2017), which was higher than that of Maybelline, Colorbar, Lakme, and L’Oreal; the marketing campaign reached 16 million people, registered 28 million impressions across social media platforms, and resulted in a 114% rise in sales. Also, more than 30 leading beauty bloggers tried the makeup products, gave reviews, and covered the launch of the Avon True Look Book on their social media handles. The contest led to higher consumer engagement on Instagram. Further, according to and Unmetric, the Avon True Make Up Marathon was the among the 20 leading Facebook posts during April to May 2017. .. ..

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Despite the numerous challenges posed by influencer marketing, more and more brands and marketers were turning toward it. The influencer marketing industry is on track to be worth up to US$15 billion by 2022, up from as much as US$8 billion in 2019. . According to, an India-based influencer marketing platform, videos would overtake blogs, photographs, and tweets as the most preferred format for influencer marketing in future as a majority of consumers preferred to watch live videos of influencers rather than read their blog posts...



Exhibit I: Different Digital Marketing Practices
Exhibit II: Steps in Influencer Marketing
Exhibit III: Ankita Shrivastava in the Avon True Makeup Marathon Campaign
Exhibit IV: A Snapshot of the Man Company’s Influencer Campaign
Exhibit V: Frank Body’s Influencer Campaign