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The Drum – L’Oreal to create YouTube ‘ content factory ’ for Kérastase and Shu Uemura brands

Michael Hayward

June 12, 2014

the drum

L’Oreal is stepping up production of its own content as it puts in place plans to create a “content factory” for its professional hair care product brand Kérastase and make-up company Shu Uemura.

Benoit Delporte, e-commerce and digital marketing manager for the brands, told The Drum that L’Oreal worked closely with YouTube to gain insight into the platform and decided to create more of its own content after the video sharing website revealed that the top search results within the cosmetic category were for hair and beauty tutorials.