L’Oréal Philippines is training Quezon City residents to become digital content creators under its Digital Beauty Academy program. The company has tapped Quezon City as its corporate social responsibility partner for the project.

Training Influencers in the Philippines

Currently 250 participants are being trained to become “beauty influencers,” with two tracks available: they can either become TikTok affiliates earning between 5% to 10% in commission for every item sold on their platform; or as L’Oreal live streamers, slated to earn between P25,000 to P30,000, with benefits and more opportunities to work for other L’Oreal brands.
 
The project is done in partnership with social media platform TikTok and SPARK! Philippines, a non-profit organization dedicated to the development and inclusivity of women, LGBTQ+, and other marginalized sectors.
 
During the inauguration of the project on May 18, the participants were in Quezon City Hall for an initial briefing. Krhizzy Pasigan, Corporate Affairs Head of L’Oreal Philippines, said that the beneficiaries were from the six districts and about 70 barangays of Quezon City. They had to fulfill certain criteria, including being at least 18 years old, having a smartphone, and willing to commit to the month-and-a-half training sessions.

Leveraging the Power of Social Media

Seven out of 10 people in a survey would buy products because of what they see on social media, said Yannick Raynaud, Managing Director of L’Oreal Philippines, during a speech. She presented data that the money generated by content creators worldwide has reached $104 billion, and is projected to reach $1 trillion in the next few years.
 
According to L’Oréal, the social commerce industry in the Philippines is expected to grow by 24.3% on annual basis to reach $928.8 million in 2023. By 2028, it’s expected to reach $2348.3 million. Additionally, the beauty industry in the Philippines is projected to reach a staggering $601 billion by 2024.
 
“This is a power of social media: to make and generate livelihood,” said Ms. Raynaud.

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