search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
  • Shop
search
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • Shop
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
Member Exclusive

Glossy Summit Spotlight: L’Oréal’s Erica Culpepper on the importance of ‘passionate’ influencers

By Glossy Team
Nov 17, 2022

On Day 2 of the Glossy Beauty & Wellness Summit, held this week in Huntington Beach, California, Erica Culpepper, L’Oréal Group’s general manager for Carol’s Daughter, Softsheen-Carson and Thayers Natural Remedies, broke down her approach to owning the brand story. Leveraging the right influencers and tapping into brand-relevant conversations on digital platforms were among the key strategies discussed.  See below for more on Culpepper’s takes on the tactics. 

On the brand narrative on social media:

“I don’t think anybody can say they are controlling their brand narratives anymore.”

“Prior to social media, you definitely had much more control than you have now.”

“Consumers have a lot to say about everything, and we have to allow that conversation to happen naturally and organically, and not try to control the narrative.”

“We do a lot with comments [on social] — but it’s only when something is not true that we come in and try to dispel.”

On celebrities and influencers:

“This is something that I do not compromise on, ever: I do not want to work with any [influencer] who is not passionate about the brand. If you don’t want to work on my brand, I don’t want you to work on the brand, either. You have to believe in the brand 100%; that, for me, is the No. 1 criterion [for working with someone]. I don’t care what age you are. I don’t care what show you’re on. I don’t care how many followers you have. If you don’t love these brands, then no; no, thank you.”

“[Authentic] relationships make a difference — because then, when they create the content, they create it from a place of meaning, care and passion. They come up with their own ideas and the different things they want to do.”

“You have to allow [partner influencers] to come up with their own voice.”

“We have to be where the consumer is, and we have to be a part of those conversations. So we are there with the ‘skinfluencers’ and we are there with the derms — who are ‘skinfluencers’ themselves, just in a different way. And I love to work with micro-influencers; they have a different hunger and passion.”

On launching L’Oreal Group’s first Reddit campaign:

“We had to go somewhere not everybody was. TikTok is supersaturated. … Yes, I am increasing my investment on TikTok, but I’m also trying to discover new platforms that are less saturated, and Reddit was the perfect opportunity to do that.”

  • facebook
  • twitter
  • linkedin
  • email
Related reads
  • Member Exclusive
    Beauty & Wellness Briefing: What’s behind the burgeoning popularity of quirky fragrances
  • Beauty
    TikTok ban redux: Beauty influencers weigh in on the potential impact
  • Beauty
    U.S. marketers prepare contingency plans amid potential TikTok ban
Latest Stories
  • Member Exclusive
    Beauty & Wellness Briefing: What’s behind the burgeoning popularity of quirky fragrances
  • Beauty
    TikTok ban redux: Beauty influencers weigh in on the potential impact
  • Fashion
    In its 40th year, J.Crew looks to heritage to win new customers
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Email
About Us
  • Advertise With Us
  • Digiday Media
  • Custom
  • Masthead
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2023 Digiday Media. All rights reserved.