Case Study: L'Oréal achieves scalable, locally relevant influencer marketing with Traackr

How L’Oréal scales its strategic vision of influencer marketing around the world

L’Oréal, the century‑old beauty leader with more than 250 million social followers, has made digital a core priority (≈38% of its media budget) and scaled influencer marketing across 34 brands in 150 countries. The company’s challenge was balancing global brand consistency with local relevance—avoiding message dilution, inefficient spend and reputational risk—while addressing varied brand positioning, audience needs and emerging regulations like GDPR.

L’Oréal solved this by dividing responsibilities between a global marketing function (setting image platforms and managing marquee ambassadors) and local marketing, communications and digital teams (granular influencer mapping and execution), combining global stars and local micro‑influencers. Using tools such as Traackr to discover, monitor and measure campaigns, and running tailored activations (e.g., NYX Face Awards, YSL Beauty Club, Lancôme partnerships), the group achieved scalable, locally relevant programs with better targeting, budget optimization, measurable ROI and stronger authentic engagement.

L'Oreal

Marc Duquesnoy

Digital and Media Director