Cosmetiques Newsletter recently published a story describing the research conducted by linkfluence in France for Lancome (l’Oreal group). The story is unfortunately not available online, but here are some excerpts, describing the work done and its outcome.
“On the web today, bloggers and web surfers alike are free to share their opinions and consequently set a tone, thus creating a discussion certainly not lost on brands, specifically those in the beauty industry. This market, already hyper-sensitive to word of mouth, depends on the blogosphere as an indispensable tool to analyze consumer behavior and purchase decisions. As a result of this progression, web analysis needs to be done not by using keywords or socio-demographic criteria, but through the lens of networks and community affinities.” (…)“Such was the experience of Lancome with online opinion research firm Linkfluence in 2008, when investigating how, based on hypertextual patterns, communities of like-minded opinions tend to develop. For Lancome, Linkfluence identified 3 different communities of bloggers: Lifestyle, Fashion, and Beauty.” (…)
“This research has facilitated the process of reassuring managers about the interest of this kind of social and relational marketing”, stated Georges-Edouard Dias, director of internet and e-business strategies at L’Oreal.”
