Challenge
L’Oréal was seeking a solution that offered the ability to act fast, be agile, proactive and see their future consumer via
ongoing, holistic connection with all their consumers in a fast and flexible way.
This challenge was enormous, bringing together all parts of L’Oréal’s business and covering a vast array of different
target audiences, products and channels.
This includes 5 divisions, over 32 brands, multiple product categories, multiple channels and a wide range of research
requirements – from the short term tactical to long term strategic.
Solution
Bastion Insights has partnered with L’Oréal ANZ for more than 8 years to drive their consumer centricity strategy via
“The Beauty Collective” – an online community of 2,500+ Australian beauty consumers.
We have connected L’Oréal with consumers via surveys, qualitative discussions, at home product trials, video diaries,
and shared their shopping trips. And they don’t just respond to surveys or discussions, they also talk to us about their
lives, beyond the research.
Each year we conduct 40+ activities to support L’Oréal in their decision-making.
Impact
We are a core partner with L’Oréal ANZ – being the go-to agency for their research needs across the business.
We provide agile problem solving, great value for money and an approach of a true partner. This partnership also connects across business units and provides a holistic view so learnings are not lost from one project to another and enables far more strategic analysis than for stand alone projects.
Business stakeholders are highly invested, involving us in activity planning, and relying on us to provide timely insights for pivotal biannual Asia Pacific region strategy sessions. This internal engagement is an important part of our offering.
Off the success of The Beauty Collective to date, we have responded to L’Oréal’s changing needs. Specifically, we have now expanded our scope to include New Zealand and males – who are fast emerging as the newest beauty consumers, but with very different needs.
