Sometimes, the most influential influencer is right under your nose. Such may be the case with L’Occitane, whose newest initiative projects a series of diverse female employees from within to be the faces of its newest campaign, #NoFilterNeeded. This home-grown strategy might be just what the brand needs to get noticed.
These days, it seems like every label, regardless of industry, is blossoming into a beauty brand. As the market crowds, it can be hard for brands, both old and new, to get noticed. L’Occitane, for example, slid 24 points in Gartner L2’s digital rankings, partly due to low discoverability on e-tailer partners like Sephora and Nordstrom. The brand could also stand to improve its status on Amazon, where over half of product searches in the US begin, according to Gartner L2’s Digital IQ Index: Beauty.
In the past, other brands have turned to their own crop of employees to lead campaigns, including retailer Macy’s, which had its employees apply for the chance to represent the company. But the tactic has been less prevalent among beauty brands, surprisingly, though the market seems made for appeals to authenticity. This could mean a golden opportunity for L’Occitane to reclaim the beauty industry. By using its own employees as product promoters in its campaign, L’Occitane could have a unique selling point that also taps into the trends of female empowerment, gender equality, and diversity that appeal to millennial consumers. Additionally, by relying on its own employees, the brand can experiment for a digital boost minus the risks of traditional influencer marketing.