Case of success · L´oréal Pharma

L’Oréal Pharma

+10M

of views in the set of virtual academies of L'Oréal.

Case summary

An interactive gamified course that trains pharma-specialized influencers with rigorous scientific content.

L'Oréal, together with Telefónica Education Digital, needed a specialized training tool for pharmaceutical influencers capable of conveying rigorous dermatological knowledge in an attractive and memorable way. Imascono developed a gamified virtual campus that integrates all the technical documentation and protocols prepared by L'Oréal's dermatological team, combining advanced science with training mechanics and interactive challenges. The influencers navigate the space, solve challenges, and receive immediate feedback, consolidating knowledge without losing scientific rigor at any point during the journey.

Client

L´Oréal Pharma

Sector

Healthcare

Service

Interactive Marketing · Immersive XR Experiences

Influencers participating in the first edition of Pharma.

Virtual training weeks.

+10M

Visualizations of the set of virtual academies of L'Oréal.

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01 The challenge

Forming without losing scientific rigor or attractiveness

L'Oréal needed to communicate complex pharmaceutical content—protocols, active ingredients, and dermatological evidence—to a technically less experienced audience: digital influencers from the pharma sector, whose natural channel is entertainment, not the classroom. The challenge was to convey the rigorous knowledge prepared by the company's dermatological team in a format capable of generating real engagement, without sacrificing scientific accuracy or falling into an excessive simplification of the content. The solution also had to function as an influencer marketing lever, improving communication between the brand and these digital profiles.

02 A virtual campus with gamification mechanics

Owner of the solution, by example.

The solution is a gamified virtual space that functions as L'Oréal's campus, integrating all the technical documentation and dermatological protocols of the company's scientific team. The influencers navigate the environment completing interactive challenges, accessing detailed explanations from experts and receiving immediate feedback on every interaction. The design combines science and digital entertainment: each game mechanic reinforces a key concept of the pharma sector, fostering curiosity and active participation without ever compromising the scientific rigor required by pharmaceutical content.

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Key learnings

What this case teaches the sector.

The influencer is a prescription channel, not just in scope.

Training an influencer in pharmaceutical content does not aim to have them repeat a narrative; rather, it aims to have them understand enough to communicate with their own style. Influencer marketing in regulated sectors requires investing in real understanding, not in a script that the influencer themselves cannot defend if asked.

Gamification does not simplify the content; it changes its access format.

Maintaining scientific rigor and making learning attractive are not conflicting goals if we separate the "what" from the "how". The dermatological content is not being cut back: it is being reorganized into challenges and immediate feedback, formats with which a digital profile already knows how to interact naturally.

A virtual campus scales up the training of experts without scaling up their time.

The knowledge of a dermatology team does not grow at the same pace as the number of influencers to be trained. Embedding that knowledge in a gamified virtual environment allows 30 people — or several hundred — to access the same level of rigor without needing live sessions with each expert.

Engagement is measured in participation, not in passive viewing.

L'Oréal's virtual academies generate millions of views, but the indicator that validates the training model is the interaction within the course itself: solved challenges, received feedback, completed progress. The visualization certifies reach; the interaction certifies real learning.

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