L'Oréal USA’s data-driven marketing formula

L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.

Aruna Paramasivam, Head/Data Acquisitions & Partnerships, L'Oréal USA

In her role as Head/Data Acquisitions & Partnerships at L'Oréal USA, Aruna Paramasivam must ensure that 34 individual brands receive truly holistic – rather than cosmetic – insights about their target audiences.

And with a product portfolio ranging from premium offerings like Yves Saint Laurent to professional lines such as Redken, as well as consumer staples including Maybelline and Garnier, the needs displayed by each of the company's beauty brands are highly distinct in nature.

"We have the millennials that are our sweet spot, but we also have the 40-plus consumer, with...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands