L’Oréal
L’Oréal EMEA recognised the necessity of engaging audiences on a deeper level. By developing a data collection strategy that prioritises first- and zero-party data, they aimed to cultivate meaningful relationships with their customers.
Case: L’Oréal
Industry: Beauty & cosmetics
QNTM solution: Qualifio
Sector: B2C
Account creation rate per campaign
Campaigns
Million users
L’Oréal EMEA launched a European data capture program that integrated the Qualifio platform into their CRM, enabling all brands to collect and enrich customer data consistently.
Challenge
Initially, each L’Oréal brand operated with different tools and agencies for data collection, resulting in a complicated and chaotic workflow without direct integration into L’Oréal’s data ecosystem, making it difficult to effectively use audience insights in their marketing efforts.
Our Solution
L’Oréal implemented a structured data capture program using Qualifio, which allowed brands to launch various types of campaigns, including quizzes, games, and e-sampling initiatives combined to powerful forms. This program ensured that all brands followed a standardised approach for data collection through a clear four-step onboarding process that included training, testing, and going live, maintaining consistency across countries. So far, Qualifio is being used by 28 of L’Oréal’s brands, in 13 countries, representing 70% of the group’s brands, and their goal is to reach 100% of them by the end of next year
Results
In just over a year, L’Oréal EMEA successfully launched 700 campaigns, reaching over 5.5 million users and achieving an impressive 60-70% account creation rate per campaign.
“With Qualifio, we can address two objectives: firstly, to increase the number of contacts we have in our database and, secondly, to work on improving the quality of these contacts. When we launched the data capture program, we were at 0 contacts in our CRM. Today, in Italy, where we started the first pilot program, more than 50% of the contacts come from Qualifio.”