We’ve already told you that L’Oreal is taking advantage of YouTube Virtual Try On. Today, at a meeting held at Google Turkey Office in collaboration with L’Oreal and Google, the results of the campaign, in which L’Oreal used YouTube AR technology, were shared.
Representatives of Maybelline New York Berrak Kibar and Murat Nur Colakoglu, Hilmi Aydin from Google Turkey and Danla Bilic, content producer on YouTube, attended the meeting.
Let’s remind you that L’Oreal, which aims to become a techno-beauty company, is collaborating with Danla Bilic, Google and Watsons as part of its Virtual Try On campaign. The company invited Danla Bilic to the YouTube channel in the city of makeup, “Do you want to try lipstick at the same time as Danla Bilic?” content allows users to try lipstick with Virtual Try On.
After trying on lipsticks, some users purchased lipsticks through Watsons, while others contacted Danla Bilic via DM.
Hilmi Aydin from Google Turkey stated that during the campaign they used two different CPM advertising models, including Masthead. In addition to appearing in front of users on the homepage, he also said that they were watching other videos. Aydin, both ad models, users themselves chose to watch the video, he said.
The Virtual Try On campaign, first implemented by L’Oreal in the EMEA region, stands out as one of the best results in the world and Turkey with a sales increase of 3 times. With 150,000 application experience, L’Oreal has managed to rise three times higher than the global average. At the same time, the company has achieved twice as many experiments as the Virtual Try On project in the United States.
Likewise, the application experience rate is 42 percent. Maybelline New York representative Berrak Kibar stated that they had achieved 1.45 million color experiences within the scope of the campaign, and that this figure could not be achieved with physical testers. Lipsticks are 12 hours left, indicating that Kibar, therefore, users in stores can not try 12 colors repeatedly, he said.
The company, which launched the campaign in September, said it achieved more than 75 per cent of its results in the first week. In the meantime, 1.2 million of the 1.45 million color experiences were achieved in the first week. It is also worth noting that the content that is still on the air is continuing to advance organically.
Kibar said they chose both the 12 colors offered on Virtual Try On as well as danla bilic’s favorites. At this point, the company’s 27-color Super Stay series will be available in new colors next year.
Maybelline’s main target audience in Turkey is millenials between the ages of 16 and 24 and Gen Z, Kibar said, adding that they can capture this audience digitally and that YouTube has changed the way consumers shop. Indicating that 50 percent of consumers had previously entered the store with knowledge of the product Kibar, this rate is more in the makeup and beauty sector, he said.
When it comes to products with a wide range of products, sometimes there are not testers belonging to some products in stores, Kibar said, and sometimes tester products can be dirty. At this point, he pointed out the ease of users experimenting with products from the comfort of their own home.
Hilmi Aydin said that content producers in the beauty industry are growing by 80 percent, “According to a study, 90 percent of users say they have discovered a new brand on YouTube.”
Danla Bilic said she was addicted to online shopping and thought Virtual Try On was a feature that should already come to life. Danla Bilic, who has been working with Maybelline for a long time, recently introduced the products at New York Fashion Week.
YouTube and Google are in a very important place in loreal in terms of measuring and taking action, Murat Nur Colakoglu said, adding that the company is an important place not only in terms of advertising but also strategically. Years ago, only 15 percent of advertising investments in Loreal are digital, colakoglu reminded, now 55-60 percent of the budget is allocated to digital, he said. Colakoglu added that digital advertising investments are much higher in Maybelline. Berrak Kibar also said that thanks to google collaboration, they can find and direct the consumers they want at any time.
If you want to try Virtual Try On, just access the content via the app and press the Try button.