_Background

Driving online growth with engaging content

L'Oréal has always been committed to excellence, with products rooted in research and innovation. "Now, we're applying that same approach to digital transformation," says Martin Hildebrand Lorentzen, Nordic Digital Platform Manager. "With online sales making over 20% of our business and supporting our vision of making beauty accessible to all, integrating online and offline channels is more important than ever," he adds.

To support this approach, L’Oréal Nordics is focused on creating content that seamlessly connects both online and offline channels, delivering a consistent and engaging experience for all customers. 

Video plays a key role, allowing L'Oréal Nordics to showcase not only product details but also their broader commitments in a dynamic and engaging way. “Selling beauty products online can be challenging because customers lack the sensory experience—they can't for instance feel the texture, or smell the scent. We aim to educate our users on how to create their regimen and effectively use the products, and video is perfect for that,” Martin explains.

On top of delivering better product information, L’Oréal Nordics also uses video to illustrate the bigger picture of who they are and what they stand for. “As industry leaders, we are committed to driving the sustainability movement forward. Video allows us to showcase our commitment to both the planet and people,” he adds.

_Challenge

Manual video distribution: the barrier to PDP excellence

L'Oréal Nordics is committed to achieving what they call "PDP excellence," with a strong focus on enhancing their product detail pages. “This is almost an obsession for us. And we know that product videos on PDPs are effective for boosting conversion rates,” says Martin.

Recognizing that videos not only meet consumer expectations but also drive higher engagement and conversions, L'Oréal Nordics is determined to feature compelling video content on every PDP. However, manual content distribution was a major bottleneck in scaling video syndication with retailers. “It’s a very time-consuming and tedious task,” Martin explains.

The solution came in 2022 during their annual L’Oréal Nordic Innovation Day when they encountered Syncle (named Videoly at the time). “It solved a challenge we were struggling with. We knew that partnering with Syncle would rapidly boost our video distribution efficiency and automation,” Martin recalls.

_Results

Speedy, effortless and trackable impact

After implementing Syncle, the impact was immediate. The team can now accelerate product launches and efficiently distribute their video content. “Syncle not only speeds up the time from upload to market but also simplifies the process for our e-merchandisers, making everything more streamlined and effective,” Martin explains. "We have also seen clear improvement in engagement rates, conversions and revenue per user." What started as a video distribution collaboration within one division of L’Oréal Nordics quickly expanded to other divisions, thanks to the impressive results.

Syncle also enables tracking of video performance as part of L’Oréal Nordics’ ecommerce objectives. The team closely monitors both commercial and engagement KPIs. “With Syncle’s help, we can integrate video performance into our ecommerce goals and reports, which is crucial given the growing importance of video in our content and ecommerce strategies,” Martin adds.

To ensure efficient video distribution, L’Oréal Nordics needs to encourage retailers to join the distribution network—an often tricky task. “To address this, the process must be straightforward for retailers. Fortunately, Syncle makes setup incredibly simple, allowing retailers to join quickly and with minimal hassle. This is key to onboarding as many retailers as possible,” Martin concludes.

_{Collaboration}

Syncle: the strategic sidekick for future success

L'Oréal Nordics views their relationship with Syncle as a vital partnership rather than just using a platform or tool. “Videos are everywhere. We have ambitious plans for the future, and achieving them would be challenging without Syncle's strategic support,” Martin explains. "Moving forward, we want to especially spotlight content created by our customers and to enhance our focus on influencers, advocacy, and user-generated content (UGC), including reviews.”

This dedication is also evident in their approach to AI—a topic that cannot be overlooked when discussing future trends, Martin points out. “While L'Oréal is open to using AI for inspiration and efficiency, we remain committed to not relying on it for video creation,” Martin explains.

The team at L'Oréal Nordics values Syncle’s supportive, professional, and approachable nature, which has fostered a strong and effective collaboration. This partnership goes beyond mere functionality, seamlessly integrating into their overall strategy and enhancing L’Oréal Nordics’ operations. “For us, Syncle's video capabilities are more than just a tool—you are true partner in our journey,” Martin concludes.

*Data compiled from three divisions between October 2023 and September 2024.