L’Oréal took the beauty world by force as they created the app, beaumoji.
This emoji app has over 130 customizing images representing the latest beauty trends and plans to update based on consumer input. To showcase the app and invite audience engagement, the brand launched a contest to bring 3 beaumojis live as individuals submitted their creations to social media. The top 3 selections were represented on the app and in addition they won a trip to New York and tickets to the Beautycon Conference in October. L’Oréal hopes to create a long term discussion with millennials on the future of beauty trends and culture.
The brand was able to see an opportunity to start a conversation with millennials as emojis were missing the beauty trends. This is successful because L’Oréal opened the door to further customization their audience can engage with.