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Welcome to our support website for the business case Ombre, Tie-Dye, Splat Hair: Trends or Fads?: “Pull” and “Push” Social Media Strategies at L’Oréal Paris.

Read an inspection copy of the case.


The case has been translated in French. Read the inspection copy.

Prizes and Awards

2017 - Winner of the Case Centre Award in the category “Marketing”. Read the interview with David Dubois about his case.

2015 - Runner-up on the AFM-CCMP Competition 2015 in the category "Best Marketing Case".


The case focuses on an innovative social media strategy recently implemented by L'Oréal Paris entailing: (1) "listening" to consumers to gather unique insights, (2) developing a product to meet consumer needs, and (3) marketing it through social media channels. The case starts at the end of 2011 when Marie Gulin, VP of Global Integrated Communication and the marketing team, decided to use social media to develop and market a new product. The case follows Marie and her team's decision-making process step-by-step, from the use of social media data to the building of an entirely new product based on novel insights.  First, Marie and her team had to learn how to track emerging styles online and determine which (if any) would endure. Then, they had to decide how to leverage these insights and how to use social media to position, name and launch the product.


Pedagogical Objectives

The following objectives can be pursued individually or in combination:

  • How to harness online data/social media buzz to uncover a consumer need;
  • How to use social media to develop consumer insights/market learning;
  • How to use Google trends, YouTube and other listening tools to identify marketable trends;
  • How to integrate online insights into a marketing strategy;
  • How to create a new brand out of an online trend;
  • How to promote new product development using social media;
  • How to implement a social media marketing strategy.


How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.