Case Study

L'Oréal Kérastase

TikTok and the Impact of Social Commerce on the Low Funnel

Loreal Loreal
+24 K
New Qualified Leads
6,5 X
ROAS
+78 %
More efficient CPL vs. category benchmark
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.

Our goal has been to drive the recruitment of new consumers for the brand through Kerastase.cl. This site is not just a sales channel; it is our engine for innovation, and the use of Lead Ads on TikTok has made us pioneers in a new way to connect with consumers, drive engagement, and unlock the true power of influencer marketing within L'Oréal.

Victoria López
Head of Digital – Professional Products Division @ L’Oréal Chile

Limited Period Offer: Spend $100, Get $100 | Spend $500, Get $500 | Spend $1500, Get $1500 + 1-to-1 Expert Support

Terms & Conditions:
  1. To activate this offer, launch your TikTok ad campaign and spend according to the above mentioned tiers within 30 days from registration. Based on your advertising spend, only one of the offer tiers will be applied to your account and you can not use the free credits to avail the next tier.
  2. New registered advertisers are eligible for the offer if they fulfill the following criteria:
    1. The registered advertisers have a self-serve SMB account
    2. The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
    3. Only one new advertising account under one new TikTok For Business account is eligible for this offer.
    4. Multiple advertising accounts under one TikTok For Business account, or a TikTok For Business account with an existing active advertising account are not eligible for this offer.
  3. Provided all eligibility checks are met, credit will be applied to your TikTok For Business account within 7 days - after you cross the highest spend threshold or after the spend accumulation period of 30 days.
  4. If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
  5. You can avail onboarding support after you setup your payment profile and get your account approved.
  6. This offer is contingent upon the advertising account being in compliance with all TikTok advertising policies and general TikTok Coupon Terms.
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