Minyi Shih: Media Director at Moxie Interactive overseeing the L’Oreal Paris digital team. Michelle Breyer: Co-founder, President at TextureMedia Inc.

Case Study: Leverage Influencers to Launch Brand

The Core Challenge How will L’Oreal Paris EverCurl stand out in the increasingly crowded textured hair category? How will L’Oreal Paris EverCurl reach a diverse community of curly hair influencers ? How will TextureMedia assist in developing a 360 campaign?

L’Oreal Paris EverCurl Approach Consumer Challenge Winning the salon consumer is a challenge and priority Salon consumers do not believe that they can buy products for their type of hair at mass L’Oreal Paris Objective Grow the Hair Expertise Business in 2013 by attracting new and incremental consumers Appeal to general market women with naturally curly hair L’Oreal Paris Partner Objective Ability to address women with various curly hair types Provide a platform for discussion, tips and insights from the consumer and the experts Showcase L’Oreal Paris as the expert in the curly discussion

Solution: Speak With Influencers In Their Language TextureMedia empowers the beauty influencer! 3 M monthly uniques 28 K product reviews 12 K salon reviews 9 K products featured WAVY (2A, 2B, 2C) CURLY (3A, 3B, 3C) COILY (4A, 4B, 4C)

Campaign Execution Highlights Reach the key hair “influencers” with integrated offline and online programs Created custom videos with influential YouTube hair bloggers & community members Engaged community in less than 30 days – built buzz before media launched Received 2013 Editor’s Choice Award – placed on all digital & print media

Power Reviews Sell Product 81% of the textured hair community says online reviews impact purchasing decision* Power Reviewers generated more than 500 reviews and 40 YouTube vlogs in less than 30 days “I am not exaggerating. I was not expecting it but received dozens of compliments on my curls in the last week.” – Type 3a “I am not exaggerating. I was not expecting it but received dozens of compliments on my curls in the last week.” – Type 3a “My hair was very coily and I liked that. I didn't retwist my hair after the first night, slept with a satin bonnet and my coils were still defined. I will definitely use again.” –Type 4c “My hair was very coily and I liked that. I didn't retwist my hair after the first night, slept with a satin bonnet and my coils were still defined. I will definitely use again.” –Type 4c * 2012 TextureTrends market research

Video Is Influential Consumers are turning to YouTube to find real people reviews, we helped fuel this funnel (over 50,000 views so far) L’Oreal Paris is showcasing our Vloggers on their web site to help build credibility

Viral Videos with Influential Vloggers Amplified the power of these custom videos with Pinterest Boards, special giveaways and instagram

Positive Results! Insights-to-date: Product hit mass retail shelves in January, heavy media drivers started in April – Nearly 50K video views – More than 500 written product reviews – Integrated “Behind the Scenes” advertorial with Glamour and TextureMedia vlogs – Integrated “seal” in all print media generated buzz – Higher than average engagement on traditional digital media