Case Study: L’Oreal achieves 70% brand lift with inPowered

Reaching a Beautiful Lift with Authentic Earned Content

L’Oréal sought to build awareness and preference for La Palette, a new eyeshadow range that needed to break through in a crowded beauty market and connect with novice makeup users (women 18–34) who rely on trusted tips and relatable voices. The challenge was delivering accurate, brand-aligned information while also providing the authenticity consumers expect from peer reviews and tutorials.

inPowered ran a 13-week earned-content campaign promoting 13 real-consumer reviews, how-tos and tutorials across native ad formats (social, in-feed, in-text, in-ad) and channels like Facebook, Vibrant, InMobi and DoubleClick. The authentic, contextually targeted approach drove strong engagement—68,121 people reached, 1m 58s average time spent—and produced a 70% brand lift, with in-text units and Vibrant among the top performers and Style & Fashion sites driving the highest engagement.

L’Oreal