L'Oreal Canada Boosts Content Creation with First 'Factory'

L'Oreal Canada has opened its own Content Factory, a production studio located within the Canadian head office in Montreal. The Content Factory is open to all employees who want to create original content for their brands, such as video makeup tutorials or how-to's, product reviews, testimonials, or product shots, instantly providing custom material for digital platforms.

The objective of the Content Factory is to create content with distribution in mind and to distribute content with a creative focus. More importantly, the strategy behind the Content Factory is to develop engagement with consumers, which is generated in-house through social media.

The Content Factory provides employees with professional lighting, photography and video equipment. Employees can also request the assistance of a professional photographer or creative director. The Content Factory offers cost saving and practical advantages, as well as offering L'Oreal Canada employees the oppurtunity to develop content creation know-how and skills, subsequently allowing them to own beauty conversations across social platforms.

L'Oreal Canada is the first subsidiary of the international organization, L'Oreal Group, to launch a Content Factory, an idea which was developed in Montreal.