L’Oreal might be getting more serious about social media. L’Oréal Canada has created a way to solve an important issue for its brands by opening the Group’s very first worldwide Content Factory – a production studio located within the Canadian head office in Montreal.

Rather than rely on the content created by beauty bloggers, each brand’s employees now have access to utilize The Content Factory’s professional lighting, photography and video equipment to create original content for their brands, which can be featured on digital platforms. The strategy behind the Content Factory is to develop engagement with consumers, which is generated in-house through social media, according to the company.

Employees can create video makeup tutorials, how-to’s, product reviews, testimonials, or shoot product shots for each brand’s website, as well as social media platofrms. They can also request the assistance of a professional photographer or creative director.

“The Content Factory is an invaluable tool to achieve our objective of being more agile in social media and creating integrated brand communication to encourage engagement with our brands and drive business here in Canada,” says Frank Kollmar, President & CEO of L’Oréal Canada.

Advice from an Expert

L’Oreal Canada’s executives attended the opening of The Content Factory, and met with a special guest – Facebook’s creative strategist Peter Grimaldi. Grimaldi was on hand to train a team from each brand.

Shown in the photo above are (left – right): Stéphane Bérubé, CMO, L’Oreal Canada; Peter Grimaldi, Facebook Creative Strategist; Ekaterina Dobrokhotova, Consumer Engagement Manager, L’Oreal Canada; and Frank Kollmar, President & CEO, L’Oreal Canada. 

L’Oreal’s Montreal office came up with the idea – but perhaps we’ll see the concept rolled out to the company’s many locations around the globe.