Success story · L'Oréal · Telefónica Educación Digital

L’Oréal Academy

+10M

views generated by the programme

Case summary

L'Oréal's hybrid training programme for influencers, aimed at strengthening the technical knowledge of skincare in their communications

L'Oréal Academy is an international training programme developed by L'Oréal in collaboration with Telefónica Educación Digital and aimed at influencers from all over the world. The initiative seeks to equip content creators with solid educational tools on ingredients, safety, sustainability and innovation in skincare, ensuring that the information they share with their audiences is accurate, transparent and backed by science. The programme combines hybrid training with a virtual space of its own where participants access masterclasses, interactive materials and gamified dynamics from anywhere in the world over eight weeks of continuous learning.

Client

L'Oréal · Telefónica Educación Digital

Sector

Retail & Leisure

Service

Ad-hoc customer experience

8 weeks

of virtual training

+10M

views generated on social media

influencers took part in the first edition

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01 The challenge

Empowering influencers with scientific rigour

In the cosmetics sector, most consumers no longer get their information at the counter: they get it by watching content creators on social media. For L'Oréal, this makes influencers a strategic communication channel, but also one where information can get lost in oversimplifications or errors. The challenge was to create a training programme capable of giving creators real scientific knowledge about ingredients, safety and sustainability, in a modern, scalable format appealing to highly demanding digital profiles, spread across different countries and with schedules impossible to coordinate in person.

02 The solution

A virtual academy for skincare and for communication

The solution is a hybrid training experience supported by a custom-designed virtual space, where participants access masterclasses with experts, interactive materials and gamified dynamics from anywhere in the world. Over eight weeks, the influencers are trained in ingredients, safety, sustainability and innovation in skincare, within a digital environment that combines scientific rigour, gamification and the flexibility inherent to the way they work. The programme graduated fifty influencers in its first edition who, thanks to the training received, generated more than ten million views sharing what they learned with their audiences on social media.

Next step

We reached 10M+ social media views after this influencer training programme. What could we achieve working with your company?

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Key learnings

What this case teaches the sector.

Immersive training for influencers

In cosmetics, consumers no longer get their information at the counter: they get it by watching content creators. Investing in training the influencers themselves in ingredients, safety, sustainability and science is a strategic way of safeguarding the rigour with which the brand is talked about.

The virtual space as a classroom

The 50 participating influencers accessed the programme from anywhere thanks to the virtual platform, with no need to bring everyone to the same place for eight weeks. In training programmes for geographically dispersed profiles, virtual spaces remove the main barrier: logistics.

Training content that goes viral

More than 10 million views generated from a training programme for 50 people redefine the ROI of corporate training. When you train content creators, every masterclass doesn't end when the session does; it lives on in their channels, multiplying the brand's reach.

Strengthening category leadership through training

L'Oréal doesn't need to train influencers to sell more product in the short term; it does it to consolidate its position as a scientific and educational leader in skincare. When a brand takes on the role of educating the ecosystem.

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