L’Oreal is one of the biggest personal care companies in the world, with diverse, leading sub-brands in skin care, make-up, perfume, and hair care. Facing high competition in the market and a need to increase efficiency, L’Oreal decided to implement a new approach for its search campaigns.
L’Oreal decided to expand broad match, its innovative AI solution, to enhance efficiency and increase online sales and qualified traffic in all its sub-brands. It incremented the adoption of broad match to 50% of the total of its campaigns, focusing mostly on generic campaigns to increase brand consideration. It also experimented with brand restriction in Garnier, its non-direct-to-consumer (DTC) sub-brand.
Partnering with Making Science: It helped expand the adoption of broad match.
Broad match brought in average 55% of conversions in all the brands in six months. It drastically increased conversions for DTC brands, such as Kiehl’s (66%) and Vichy (70%), and non-DTC brands, such as L’Oreal Paris (55%) and Skinceuticals (98%). Garnier experimented with brand restriction, which brought 75% incremental conversions in brand campaigns. In terms of effectiveness, the cost per conversion decreased by 22% and the conversion rate increased by 13%.
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