1. Minyi Shih: Media Director at Moxie Interactive overseeing
the L’Oreal Paris digital team.
Michelle Breyer: Co-founder, President at TextureMedia Inc.

2. Case Study:
Leverage Influencers to Launch Brand

3. The Core Challenge
• How will L’Oreal Paris EverCurl stand out in the
increasingly crowded textured hair category?
• How will L’Oreal Paris EverCurl reach a diverse
community of curly hair influencers ?
• How will TextureMedia assist in developing a
360 campaign?

4. L’Oreal Paris EverCurl Approach
Consumer Challenge
•Winning the salon
consumer is a challenge
and priority
•Salon consumers do not
believe that they can
buy products for their
type of hair at mass
L’Oreal Paris
Objective
•Grow the Hair Expertise
Business in 2013 by
attracting new and
incremental consumers
•Appeal to general
market women with
naturally curly hair
L’Oreal Paris
Partner Objective
•Ability to address
women with various
curly hair types
•Provide a platform for
discussion, tips and
insights from the
consumer and the
experts
•Showcase L’Oreal Paris
as the expert in the
curly discussion

5. Solution: Speak With Influencers In Their Language
TextureMedia empowers
the beauty influencer!
• 3 M monthly uniques
• 28 K product reviews
• 12 K salon reviews
• 9 K products
featured
WAVY (2A, 2B, 2C)
CURLY (3A, 3B, 3C)
COILY (4A, 4B, 4C)

6. Campaign Execution Highlights
Reach the key hair “influencers” with integrated
offline and online programs
• Created custom videos with influential
YouTube hair bloggers & community members
• Engaged community in less than 30 days –
built buzz before media launched
• Received 2013 Editor’s Choice Award – placed
on all digital & print media

7. Power Reviews Sell Product
• 81% of the textured
hair community
says online reviews
impact purchasing
decision*
• Power Reviewers
generated more
than 500 reviews
and 40 YouTube
vlogs in less than 30
days
“I am not exaggerating. I
was not expecting it but
received dozens of
compliments on my curls
in the last week.”
– Type 3a
“My hair was very coily and I
liked that. I didn't retwist my
hair after the first night, slept
with a satin bonnet and my
coils were still defined. I will
definitely use again.”
–Type 4c
* 2012 TextureTrends market research

8. Video Is Influential
• Consumers are turning to YouTube to find real people
reviews, we helped fuel this funnel (over 50,000 views so far)
• L’Oreal Paris is showcasing our Vloggers on their web site to
help build credibility

9. Viral Videos with Influential Vloggers
Amplified the power of these custom videos with Pinterest
Boards, special giveaways and instagram

10. Positive Results!
Insights-to-date: Product hit mass retail shelves
in January, heavy media drivers started in April
– Nearly 50K video views
– More than 500 written product reviews
– Integrated “Behind the Scenes” advertorial with
Glamour and TextureMedia vlogs
– Integrated “seal” in all print media generated buzz
– Higher than average engagement on traditional
digital media