Here’s a fun fact: L'Oréal powered over $44 billion in revenue in 2023, cementing its status as the world's leading beauty manufacturer.
Here’s another fun fact: In Ep. 133 of Earned, our own Chief Strategy Officer Conor Begley sits down with Neahle Jones, VP of US Consumer Engagement for L'Oréal’s Consumer Product Division.
In Ep. 133 of Earned, Conor sits down with Neahle Jones, VP of US Consumer Engagement for L'Oréal’s Consumer Product Division. To start, we dive into L'Oréal’s tried-and-true strategies for crafting authentic and accessible content—including leveraging creative material and influencer collaborations. Neahle discusses how L'Oréal shifted from following the traditional marketing playbook to fostering community and building genuine relationships with superfans. Next, Neahle offers a behind-the-scenes look at managing a global brand like Maybelline and discusses how L'Oréal leverages its extensive resources to maintain its position in the market. Switching gears, Neahle emphasizes the importance of working with creators who are genuinely enthusiastic about your brand to ensure authenticity and alignment throughout the partnership. To close the show, Neahle opens up about the challenge of balancing a thriving career with personal goals.
We’ve included a couple of highlights from the episode below, but be sure to check out the full video above, or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
“Make sure that you're building relationships with creators in the same way you would with consumers”: Neahle Jones on How L'Oréal Fosters Authentic Connections With Creators
Conor Begley: The L'Oréal brands appear to be on fire with influencers. Why do you think L'Oréal has been so successful and grown so rapidly within that space?
Neahle Jones: I believe it’s because we look at creators as partners and recognize that they're also small businesses. There are a lot of people who look at them like they’re just influencers and think, “we need to work with influencers.” We look at these creators as small businesses in and of themselves, and come to the table with the [mindset of] “let's work together, and how do we work best together?” Everyone will say, “Let the creator be the creator. You went to them for a reason,” and that's absolutely true, but at the end of the day, you also need to figure out who is part of your community. Who are the people that you lean into and you support as well?
It's not a one-and-done thing. A lot of people will say, “Great, we've worked with you on this campaign, that's it. We'll never work with you again. We're on to the next one.” You need to make sure that you're building relationships with creators in the same way you would with a consumer. They can be loyal, just like any consumer can be loyal. How do you work with them and give them the freedom to do what they do best, but also really show up as a strong partner and be with them through whatever may happen?
Last year was a tough year, especially for male creators, so we’re making sure that we're supporting them through whatever comes at them and ensuring that we're standing alongside them, not just behind them. Make sure that you're taking the time to identify the creators that work for your brand, and not just chasing everyone. That's a very easy thing to do, and of course you work with a lot of big creators, but also make sure you're continuing to work with those who are already fans of your brand, already reaching out, and who already want to be part of your community. That's very key.
Keep up with new episodes of Earned by following the podcast on Spotify, Apple Podcasts, and Google Podcasts, or by subscribing to our YouTube channel. To catch up on our previous episodes, featuring leaders from brands like Revolve, K18, Meta, Stanley, and Roblox, visit our Earned Podcast page.