L’Oreal is undertaking more social listening this year to track emerging beauty trends and work out how its numerous brands might capitalise on them. To do this, the cosmetics behemoth is relying on in-house teams to produce content that taps into trends in days, rather than weeks or months that traditional marketing and advertising timetables need. Han Wen, L’Oreal’s chief digital and marketing officer, noted that the firm is concentrating on how to move at the speed of culture, which is driven by algorithms, content platforms, and shifts in consumption behaviour. When the corporation determines which trends it can capitalise on, it determines which brand is most suited to do so. While developing content around these new beauty trends, the firm employs both sponsored and organic methods. L’Oreal’s in-house teams produce content around trends to reduce the time between recognising a trend and releasing content about it.

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