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about=\u0022\/case\/loreal-google\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase 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class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EOmbre, Tie-Dye, Splat Hair: Trends or Fads? \u201cPull\u201d and \u201cPush\u201d Social Media Strategies at L\u2019Or\u00e9al Paris\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/david-dubois\u0022 hreflang=\u0022en\u0022\u003EDavid Dubois\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca 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class=\u0022container-fluid case-page-content full-width-wrapper\u0022\u003E\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-8 col-md-8 insead-light-grey-other pb-4 full-width-inner-wrapper\u0022\u003E\n\n                  \u003Cdiv class=\u0022price-awards-strip green-june rounded-4 pb-2\u0022\u003E\n            \u003Cimg src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/award@3x.png\u0022 alt=\u0022popular\u0022\u003E\n            \u003Ci class=\u0022fa fa-caret-down\u0022 aria-hidden=\u0022true\u0022\u003E\u003C\/i\u003E\n            \u003Cdiv class=\u0022strip-content\u0022\u003E\n               \u003Cdiv class=\u0022price-awards-collapse\u0022\u003E\u003Ch5 class=\u0022insead-white-text\u0022\u003EPrizes \u0026 Awards\u003C\/h5\u003E\u003C\/div\u003E\n                \u003Cdiv class=\u0022price-awards-content\u0022\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2019 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2018 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2017 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      Winner of the Case Centre Awards and Competitions 2017 in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2016 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2015 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      Runner Up for 2015 AFM-CCMP Best Marketing Case\n                    \u003C\/p\u003E\n                                  \u003C\/div\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/33461\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe case focuses on an innovative social media strategy by L\u0027Or\u00e9al Paris to \u0022listen\u0022 to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.\u003Cbr\u003E\u003Cbr \/\u003E\nA teaching note supplement with short recommendations for remote teaching of the case is available.\u003Cbr\u003E\u003Cbr\u003E\u003C\/p\u003E\n\u003Cdiv style=\u0022text-align:center;\u0022\u003E\n\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/egoLUEqY-BM\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\u003C\/div\u003E\n\u003Cp\u003E\u003Cbr\u003E\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe following objectives can be pursued individually or in combination:\u003Cbr \/\u003E\n1) How to harness social media buzz to uncover a consumer need\u003Cbr \/\u003E\n2) How social media fosters market learning ; Google and YouTube\u0027s role in identifying trends\u003Cbr \/\u003E\n3) How to identify fads versus enduring trends\u003Cbr \/\u003E\n4) New Product Development using social media\u003Cbr \/\u003E\n5) Marketing implementation\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle 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