L’Oréal Groupe Benelux
Onefluence is the centralized influencer marketing model developed by Scooperz together with L’Oréal Groupe Benelux to organize all influencer activities for the Netherlands and Belgium within one structure.
THE ASK
CENTRALIZING INFLUENCER MARKETING FOR 25+ BRANDS
In 2022, L’Oréal Groupe Benelux began to centralize influencer marketing across the Netherlands and Belgium.
Influencer marketing had become a fixed part of brand activity across divisions. As the discipline grew, so did the need for a more unified way of working across processes, agency management, reporting, compliance and budget allocation.
Onefluence covered:
• Centralizing influencer marketing for the Netherlands and Belgium
• Safeguarding compliance with internal golden rules and external regulations
• Creating more transparency across data, budget and measurement
• Improving budget efficiency
• Building cross-brand creator communities
• Responding faster to trends, platform shifts and new formats
SCOPE
FROM STRATEGY TO DAILY EXECUTION
Within Onefluence, Scooperz supports L’Oréal Groupe Benelux on a strategic, creative and operational level.
The scope includes:
- Influencer marketing strategy
- Annual planning, negotiations and ambassador partnerships
- Creative concept development
- Campaign management
- Creator selection and contracting
- Seeding programs, from concept to Benelux roll-out
- Influencer events and experiences
- Multi-brand activations
- Cross-division campaigns
- Retail collaborations with retailers like Bol, ICI PARIS XL, Douglas, Kruidvat and Etos
- UGC strategy and roll-out for brands
- Social upskill programs for professionals, hairstylists and beauty advisors
- On-site content creation
- Reporting, measurement and evaluation
- Compliance checks and process management
This makes Onefluence more than a campaign-by-campaign setup. It is a continuous service structure for the influencer marketing activities of L’Oréal Groupe Benelux.
WAY OF WORKING
DIFFERENT DIVISIONS, DEDICATED PROJECT TEAMS
For every brand, a dedicated Scooperz project team was set up to manage daily execution within one central governance structure.
This approach applies to all four divisions:
- Professional Products Division
- Luxe Division
- Consumer Products Division
- Dermatological Beauty Division
The model gives each brand support that fits its category, audience and objectives, while processes, quality standards, reporting and compliance remain centrally organized.
COMPLIANCE AND TRANSPARENCY
CLEAR PROCESSES FOR A HIGHLY REGULATED CATEGORY
In beauty, influencer marketing requires close alignment on claims, disclosures, platform rules, internal guidelines and local regulations.
Within Onefluence, compliance and transparency are integrated into the daily workflow. From influencer briefing and creator selection to contracting, usage rights, reporting and evaluation.
This gives marketing teams more clarity, reduces operational risk and helps influencer activities roll out faster and more consistently.
CREATIVITY
CROSS-BRAND CONCEPTS AND UNEXPECTED CREATOR PROFILES
Within Onefluence, creativity is not developed in isolation per brand. It is informed by insights across brands, categories and creator communities.
Cross-brand activations such as Redken x CeraVe show how brands from different categories can complement each other within one creator context.
The central approach also supports sharper creator selection. By looking beyond standard beauty profiles, we could strategically activate unexpected creator profiles. Think gamers and entertainers making products visible outside the traditional beauty bubble, as seen in campaigns such as Garnier Pimple Patch and CeraVe Benelux.
For drugstore brands, the central structure made it possible to respond faster to trends outside fixed campaign moments. With more than 400 collaborations per year, trendhacking became a structural part of the approach.
ANNUAL STRATEGY
LONG-TERM INFLUENCER AMBASSADORSHIPS
Beyond individual campaigns, Onefluence also focuses on long-term creator relationships.
Each year, influencer collaborations are planned in advance through annual deals, aligned across brands, divisions and product categories. This creates more control over planning, budget, availability and brand fit.
The approach makes it possible to connect creators to brands over a longer period, instead of activating them campaign by campaign.
Ambassadorships became part of the centralized influencer structure. Examples include L’Oréal Paris and Vichy ambassador programs, where creators contribute to long-term brand recognition, trust and content continuity.
This means Onefluence supports both fast activations and durable creator partnerships across the full Benelux organization.
KEY SUCCESS FACTORS
WHAT MADE THE MODEL SCALABLE
Scalable processes
Together, we developed processes that work across different brands, divisions and campaign types.
Efficiency through centralization
A central way of working created more simplicity, speed and consistency for both agency and brand teams.
Market quality and innovation
By combining knowledge, creativity, strategy and social listening, the organization could stay ahead of new formats, trends and platform developments.
Cross-brand knowledge sharing
Learnings are not closed off after each campaign, but structurally carried into other brands, categories and activations.
THE RESULT
A CENTRAL OPERATING MODEL FOR INFLUENCER MARKETING
Onefluence transformed influencer marketing within L’Oréal Groupe Benelux from isolated ways of working into one centrally managed operating model.
The model supports brands in daily execution, while also contributing to structural growth, governance and innovation.
For a portfolio of 25+ beauty brands, influencer marketing is now organized as a scalable business capability.
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