Client: L’Oréal
Event: L’Oréal LUXE Live
Date: 2021–
Location: Virtual Event
The goal: to reach and train beauty consultants across Finland to use and promote your products. The solution: a virtual studio and the magic of live broadcasting.
If anyone thought virtual events would fade away with the lifting of gathering restrictions, they were mistaken. Just like video meetings and remote work adopted during the pandemic, virtual events have become a lasting part of the landscape – evolving into their own format alongside traditional events.
LUXE Live!, produced by Wolttigroup, was created as L’Oréal’s educational platform. The question is – what other way could possibly bring together up to 700 beauty consultants from across Finland for the same content? Sure, a virtual production can save costs, but the benefits go beyond that. Every participant can join from wherever is most convenient. Everyone has a front-row seat.
“We can easily and efficiently reach all beauty professionals in Finland for our trainings. Visually, we can create any worlds we want – the only limit seems to be our imagination. Our retailers have appreciated that studio productions remain available as recordings if they couldn’t join the live broadcast.”
–Sanna Kuokkanen, Retail & Education Manager, L’Oréal
There are professional books, magazines, trade fairs – so why not TV and live streaming?
Wolttigroup’s own Studio 33 enables TV-quality broadcasting with multiple camera positions. This level of production allows for an entertainment-style script. In addition to studio panel discussions, L’Oréal’s broadcasts include makeup demos and segments produced in a chroma key studio.
The jointly written script mirrors a live TV show – and that’s exactly how it feels to the viewer. Between segments, dynamic video content is featured from cosmetic brands like Giorgio Armani, YSL, Lancôme, Biotherm and Kiehl’s. The entertainment value comes not only from the guests but also from how L’Oréal’s own staff step into the spotlight during the two-hour live show.
“Working with Woltti has been rewarding and professional. Now that we’ve learned each other’s working styles, the atmosphere is relaxed and no one is nervous about being on screen. The tips we’ve received have been golden when it comes to performance and working in the studio.”
– Sanna Kuokkanen, Retail & Education Manager, L’Oréal
A virtual event doesn’t eliminate the need for live meetings, but when done right, it’s a much better fit for things like product training.
Beauty consultants have embraced the quarterly live broadcasts as their own. Sometimes the live show has reached 700 viewers from a pool of 800 potential participants. The recordings have been viewed around 500 times per month. Viewer feedback has been overwhelmingly positive, with participants reporting they gained useful, work-related knowledge. The visually high-end production sets L’Oréal apart from their competitors and offers a cost-effective way to engage with resellers.
“Thank you for another wonderful training session.”
“Absolutely amazing training.”
“Thank you, lovely ladies <3”
“Thanks :)”
–Live broadcast viewer feedback
