Ombre, Tie-Dye, Splat Hair: Trends or Fads? Pull and Push Social Media Strategies at L'OrÃ©al Paris

Name: Ombre, Tie-Dye, Splat Hair: Trends or Fads? Pull and Push Social Media Strategies at L'OrÃ©al Paris (English version)
SKU: IN-S676

Bens, Katrina; Dubois, David

Product #:IN-S676

Supplier:INSEAD

Discipline:Marketing

Details:Case (PDF) • 13 pages • 2014-06-23 (Rev: 2017-02-01)

Subjects:

Marketing Big data Consumer behavior Market research Marketing strategy Predictive analytics Product development Search engines Social media

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The case focuses on an innovative social media strategy by L'Or al Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product. A teaching note supplement with short recommendations for remote teaching of the case is available.

Learning Objectives

The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning ; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation