Beauty & Cosmetics

From Manual Toil to Content Velocity: 243% Growth for L'Oreal Copy

243%

Output Increase

1764

Videos per Month

About

L’Oréal is the world’s largest beauty company, offering haircare, skincare, makeup, and fragrance brands across every price tier and region globally. L’Oréal creates beauty for people everywhere through a portfolio of global brands and innovations in cosmetics, dermatological skincare, haircare, and fragrance.

Industry

Beauty & Cosmetics

Company size

94,000 – 95,000 employees

Founded

1909

The Human Challenge

Drowning in Demand

L'Oréal's Consumer Product Division, encompassing powerhouse brands like L'Oréal Paris, Maybelline, and Garnier, faced an urgent need to: drastically increase TikTok content volume without compromising quality, speed, or brand consistency. The digital landscape was shifting rapidly, with TikTok demanding a constant stream of fresh, engaging video.

Current Capacity:

10 Videos
max quality output per editor, per day.

Meaning 1 video takes 1.25 hours for post production


The existing content creation workflow, whether managed in-house or through content creators, was fragmented and heavily reliant on manual effort. Each piece of content painstakingly moved from client brief through ideation, production, and post-production.

The current maximum capacity was limited to 10 quality videos per editor, per day. This seemingly small number translated directly into a massive time sink. Meaning, for post-production alone, a single video required a non-negotiable:

1.25 hours of focused,

repetitive work—covering rendering, QC, and final file preparation.


This piece-by-piece approach was proving insufficient in both quantity and speed, unable to keep pace with surging content demands, evolving platform KPIs, and the non-negotiable need for campaign agility. L'Oréal needed a paradigm shift to maintain and grow its leadership on a critical social platform.


Drowning in Demand

L'Oréal's Consumer Product Division, encompassing powerhouse brands like L'Oréal Paris, Maybelline, and Garnier, faced an urgent need to: drastically increase TikTok content volume without compromising quality, speed, or brand consistency. The digital landscape was shifting rapidly, with TikTok demanding a constant stream of fresh, engaging video.

Current Capacity:

10 Videos
max quality output per editor, per day.

Meaning 1 video takes 1.25 hours for post production


The existing content creation workflow, whether managed in-house or through content creators, was fragmented and heavily reliant on manual effort. Each piece of content painstakingly moved from client brief through ideation, production, and post-production.

The current maximum capacity was limited to 10 quality videos per editor, per day. This seemingly small number translated directly into a massive time sink. Meaning, for post-production alone, a single video required a non-negotiable:

1.25 hours of focused,

repetitive work—covering rendering, QC, and final file preparation.


This piece-by-piece approach was proving insufficient in both quantity and speed, unable to keep pace with surging content demands, evolving platform KPIs, and the non-negotiable need for campaign agility. L'Oréal needed a paradigm shift to maintain and grow its leadership on a critical social platform.


THE TRANSFORMATION

From Manual Toil to Al-Powered Content Velocity

We stepped in to architect a complete overhaul of L'Oréal's TikTok content system. The answer lay in FRnD innovative AI-powered Stitching Generator technology, transforming a labor-intensive process into a streamlined, scalable "Content Factory."

This wasn't just about producing more content; it was about producing smarter content. The AI solution enabled the strategic combination of pre-approved brand assets, "remix copywriting," and dynamic elements into a multitude of video variations tailored for TikTok. The core of the transformation was a new workflow built for speed, scale, and strategic precision, moving from individual content pieces to bulk production of high-impact, short-form videos.

From Manual Toil to Al-Powered Content Velocity

We stepped in to architect a complete overhaul of L'Oréal's TikTok content system. The answer lay in FRnD innovative AI-powered Stitching Generator technology, transforming a labor-intensive process into a streamlined, scalable "Content Factory."

This wasn't just about producing more content; it was about producing smarter content. The AI solution enabled the strategic combination of pre-approved brand assets, "remix copywriting," and dynamic elements into a multitude of video variations tailored for TikTok. The core of the transformation was a new workflow built for speed, scale, and strategic precision, moving from individual content pieces to bulk production of high-impact, short-form videos.

THE FRND APPROACH

Building the Content Engine

FRnD comprehensive approach to transforming L'Oréal's marketing process involved several pivotal moves:

  1. Pioneering AI Stitching Technology: At the heart of the transformation was the "Stitching Gen" – an AI-driven platform designed to automate and scale video content creation. This technology takes individual footages, text overlays, music, and even AI-generated voiceovers, stitching them together based on predefined strategic templates.

  2. Strategic Content Capsule Framework: Maleo implemented a "Content Capsule System" – a strategic framework organizing content by customer funnel stages (Awareness, Engagement, Transaction) and key messaging pillars. This ensured every video was purposeful and aligned.

  3. Template-Driven Production: For each "Content Capsule," dedicated "Template Frameworks" were developed. These pre-defined structures for elements like Hooks, USPs, and CTAs ensured consistent narrative flow and allowed the AI to efficiently assemble diverse video outputs.

  4. Mastershot Asset Creation: A crucial step was establishing a "Mastershot Production" process. This involved creating a comprehensive library of high-quality, pre-tagged video footages categorized for various uses (e.g., product appearance, texture, application), providing the AI with a rich palette of approved visuals.

  5. End-to-End AI Integration: The transformation wasn't siloed. We embraced AI across the entire content development lifecycle: from informing content strategy and developing "remix copywriting" for storylines, to mastershot conceptualization, leveraging AI voiceovers, generating captions, and executing bulk post-production.

  6. Team Empowerment & Skill Enhancement: We adapted to this new technological paradigm, gaining new skills to "develop the content creation system like building a Lego." This indicates a shift towards a more modular, systematic, and ultimately more creative approach to content assembly.

  7. Agile Approval & Iteration: A streamlined workflow with clear client approval stages (e.g., 10% Mastershot approval, 10% Stitching Output approval) was implemented. This ensured quality and brand alignment while maintaining momentum and minimizing disruption.

  8. Data-Driven Performance Optimization: A "24 Hours Daily Tracker" was established to monitor key TikTok performance metrics (like views) in near real-time, allowing for the rapid identification and boosting of high-performing content.

Building the Content Engine

FRnD comprehensive approach to transforming L'Oréal's marketing process involved several pivotal moves:

  1. Pioneering AI Stitching Technology: At the heart of the transformation was the "Stitching Gen" – an AI-driven platform designed to automate and scale video content creation. This technology takes individual footages, text overlays, music, and even AI-generated voiceovers, stitching them together based on predefined strategic templates.

  2. Strategic Content Capsule Framework: Maleo implemented a "Content Capsule System" – a strategic framework organizing content by customer funnel stages (Awareness, Engagement, Transaction) and key messaging pillars. This ensured every video was purposeful and aligned.

  3. Template-Driven Production: For each "Content Capsule," dedicated "Template Frameworks" were developed. These pre-defined structures for elements like Hooks, USPs, and CTAs ensured consistent narrative flow and allowed the AI to efficiently assemble diverse video outputs.

  4. Mastershot Asset Creation: A crucial step was establishing a "Mastershot Production" process. This involved creating a comprehensive library of high-quality, pre-tagged video footages categorized for various uses (e.g., product appearance, texture, application), providing the AI with a rich palette of approved visuals.

  5. End-to-End AI Integration: The transformation wasn't siloed. We embraced AI across the entire content development lifecycle: from informing content strategy and developing "remix copywriting" for storylines, to mastershot conceptualization, leveraging AI voiceovers, generating captions, and executing bulk post-production.

  6. Team Empowerment & Skill Enhancement: We adapted to this new technological paradigm, gaining new skills to "develop the content creation system like building a Lego." This indicates a shift towards a more modular, systematic, and ultimately more creative approach to content assembly.

  7. Agile Approval & Iteration: A streamlined workflow with clear client approval stages (e.g., 10% Mastershot approval, 10% Stitching Output approval) was implemented. This ensured quality and brand alignment while maintaining momentum and minimizing disruption.

  8. Data-Driven Performance Optimization: A "24 Hours Daily Tracker" was established to monitor key TikTok performance metrics (like views) in near real-time, allowing for the rapid identification and boosting of high-performing content.

IMPACT

Creator's New Superpower

The transformation delivered by FRnD AI-powered system yielded extraordinary and quantifiable results in a remarkably short timeframe:

  • Massive Output Increase: Within just four months, L'Oréal's TikTok video production for L'Oréal Paris, Maybelline, and Garnier skyrocketed from 514 videos to 1,764 videos per month – a staggering 243% increase.

  • Unprecedented Scale & Speed: Increased post-production efficiency by 400% – from 10 to 50 quality videos per editor, enabling hundreds of outputs from master footage within days.

  • Improved Agility: The ability to rapidly generate multiple video variations allowed L'Oréal to be more responsive to TikTok needs.

  • Maintained Quality & Consistency: The use of master assets and template-driven AI ensured that despite the volume, brand consistency and quality were upheld across all outputs.

  • Achieved a 67.29% reduction in cost per content — from Rp 1.3 million to under Rp 385 thousand per asset.

>85%

management and marketing leaders now begin their report within the FRnD ecosystem.

90%

reduction in manual reporting time

Avg of 5

Natural Language queries per day via AskFRnD

Word-of-mouth Growth

within parent organization