L'Oréal Canada has opened the beauty giant's first worldwide Content Factory, a production studio located within the Canadian head office in Montreal that is open to all employees who want to create original content for their brands, such as video makeup tutorials or how-to pieces, product reviews, testimonials, or product shots, instantly providing custom material for digital platforms.
 
L'Oréal Canada is the first subsidiary to launch a Content Factory, an idea which was developed in Montreal.
 
The Content Factory provides employees with professional lighting, photography and video equipment. According to L’Oréal, it offers cost saving and practical advantages, and allows brands to reach consumers in a more engaging way and to adapt to new digital platforms.  The objective of the Content Factory is to create content with distribution in mind and to distribute content with a creative focus. More importantly, the strategy behind the Content Factory is to develop engagement with consumers, which is generated in-house through social media, according to L’Oréal
 
"The Content Factory is an invaluable tool to achieve our objective of being more agile in social media and creating integrated brand communication to encourage engagement with our brands and drive business here in Canada," said Frank Kollmar, president and CEO of L'Oréal Canada.
 
An inauguration was attended by Frank Kollmar, president and CEO, Stéphane Bérubé, CMO, Ekaterina Dobrokhotova, Consumer Engagement Manager, all from L'Oréal Canada, as well as a special guest, Facebook Creative Strategist, Peter Grimaldi, who was on-site to train the teams.