L’Oréal USA Inks Partnership with Demand Media

L’Oréal USA and Demand Mediahave inked a multi-dimensional partnership combining custom content and exclusive media designed to connect L’Oréal brands with women seeking personalized beautysolutions. The partnership will launch on two of Demand Media’s properties—typeF.com and eHow Style channel—and original content will also be available on a YouTube channel created especially for L’Oréal USA by Demand Media.

TypeF.com is Demand Media’s recently-launched beauty and fashion sitecreated in conjunction with Tyra’s Bankable Enterprises, and the eHow Styleis a an online destination for practical, trusted style and beauty advice on eHow.com.

Demand Media says it will create and deliver contextually-relevant L’Oréal messages to women who are at the point of intent, the moment before site visitors are ready to take action, according to the company.

“This collaboration goes beyond any online initiative we’ve undertaken to date because Demand Media offers something no other partner could; the ability to deliver highly-focused beauty content that is personalized for each consumer and presented in the context of their individual needs,” said Marc Speichert, chief marketing officer of L’Oréal USA.“This exclusive partnership is an opportunity for all of our brands, small and large, to be present whenever consumers with specific needs are seeking beauty information. It’s a unique experience that delivers true value to our key consumers.”

Demand Media will create an original, high-quality video series for L’Oréal featuring brands such as Maybelline New York, Garnier, Redken, Lancôme and others that will provide relevant, helpful advice and practical how-to information. The exclusive video series will be featured on typeF.Com, L’Oréal’s YouTube channel and on L’Oréal sites. This model enables advertisers to reach consumers when they are actually finding what they are looking for online – at a point where intention is likely to be higher, according to the companies.

“Beauty is an exceptional category for us because it is so specific and so personal to each individual. Listening to people who are actively looking for information to help them – and then delivering on that need, is what Demand Media does,” said Janne Bradford, CEO ofDemand Media. “L’Oréal has the same approach as they bring products to market – they deliver tailored, personalized products for every woman’s unique skin tone, eye color, etc. Together, we are bringing that same strategy to L’Oréal’s consumers online.”