L’ORÉAL GROUPE TRENDHACKING
An Always-on creator marketing model that connects what is trending, the right L’Oréal Groupe product and creators, turning social momentum into relevant branded content within days
From product briefing to cultural relevance
BRIEFING
L’Oréal Groupe wanted to become more relevant in the conversations, formats and trends already shaping beauty on social.
Traditional influencer marketing often starts from a campaign calendar, with creator and content following afterwards. But social culture moves differently.
In this case the ask was to build an always-on model that could connect what was trending online to the right brands and creators, creating content that felt relevant on social while still delivering for the brand.
INSIGHT
Creators are closest to what is moving in culture
Creators live in the feed, in many ways, they are the feed. They see new behaviours, formats and conversations emerge before brands do. At the same time, social data helps us identify which signals are gaining momentum and have the potential to grow.
But trends on platforms like TikTok move fast. They can emerge, peak and disappear within days. So acting at the right moment is what allows a brand to ride the wave.
We knew that becoming more culture-first required 3 things: better trend intelligence, creator-first thinking and a much faster route from signal to live content.
Traditional campaign timelines simply weren’t built for that speed.
APPROACH
Build a system that can move with culture
To make trendhacking work continuously across multiple L’Oréal Groupe brands, including L’Oréal Paris, Garnier, Maybelline and NYX, we built a dedicated always-on trend system.
Every week we spotted emerging social behaviours, formats and conversations. We immediately matched them to the right brand, product and creators, allowing them to translate the trend into their own format and go live within a few days.
TREND EXAMPLE
GET READY WITH ME ON THE GO
We spotted the emerging behaviour early and activated creators, each translating the same cultural hook into their own life, style and audience. One of those opportunities was: ‘Get ready with me on the go’ where each creator interpreted doing their make-up, hair or skincare on the go.
The result went beyond the contracted creator pool: non-paid creators started adopting the behaviour organically.
IMPACT
From trendhacking to a repeatable growth model
The L’Oréal Groupe always on trend system in an overview:
140+ creators activated yearly
210+ trends activated across multiple L’Oréal brands yearly
Engagement rates of up to 12%
Up to 2× stronger organic performance than regular branded or paid creator content
Higher watch times than traditional branded content
Organic adoption beyond the contracted creator pool
The result: creator content that felt more natural, performed stronger and helped L’Oréal Groupe brands stay continuously visible and culturally relevant on social
To remain relevant as a brand, it is essential to respond to trends that resonate with your target audience. With this campaign, we set up a fast workflow to brief and activate the influencer immediately after spotting the trend, without unnecessary requirements. The result? Authentic, relevant videos that generated high engagement!
More cases
We work for the world’s most influential brands to create, design and execute innovative social and influencer strategies that deliver next level results.
