L'Oréal Kérastase

Context

Kérastase is a luxury brand specializing in premium hair care products. As the flagship brand of L'Oréal's professional products division, Kérastase has established itself as one of the leaders in the digital beauty ecosystem.

In recent years, the brand has increased its e-commerce presence through Kerastase.cl, the first Direct-to-Consumer site for the brand in all of Latin America, generating 100% incremental value for the business and today positioning itself as the main contributor to the brand's growth.

Objectives

D2C as a Growth Engine

L'Oréal aimed to double down on Kerastase.cl as a hub for recruiting new consumers, finding innovative ways to connect meaningfully and at scale with its target audience. This site is not just a sales channel; it is a testing lab for innovation and a powerful growth engine.

Solution

Performance-Driven Social Commerce

Kérastase was the first L'Oréal brand in Chile to use TikTok's lead generation tool, combining the power of content creators with the ability to generate potential customers.

Kérastase collaborated with influencers and key creators to develop relevant content that captured users' attention on TikTok. The brand utilized TikTok’s native lead generation format to turn that interest into action. This way, users completed the form within TikTok, prioritizing the experience on the platform.

Upon completing the form, users received a "Gift with Your Purchase" code, redeemable on Kerastase.cl for a Travel-Size product along with their order. This strategy allowed not only the capture of 100% enriched leads but also provided an additional incentive for these key audiences to convert to purchase, thus meeting the data collection objective while simultaneously boosting social commerce.

Results

Reaching a New Level of Efficiency

The brand significantly increased its qualified leads, surpassing 24,500, as well as achieving an unprecedented level of efficiency in the category, with a ROAS of 6.5x. Additionally, it optimized key metrics such as CPL, CTR, and VTR by 78%, 144%, and 152%, respectively, compared to the category average.

Kérastase positioned itself as a benchmark of innovation in the Chilean market, demonstrating a creative and effective use of strategies to meet objectives in the lower funnel, such as lead generation, data capture, and sales increase, all while maintaining close and authentic communication on TikTok.