L’Oréal Benelux 360° Strategy Playbook
Between the ‘For You’ and the Pharmacy: Gen Z’s Clinical-Influencer Journey with L’Oréal Benelux
Author’s Note
I created this mock playbook to challenge myself. What would it look like if L’Oréal approached Gen Z not just as consumers, but as co-creators in the beauty experience? It is my way of exploring how data, culture, and creativity come together to build brand relevance. I used this opportunity to demonstrate the way I think: blending strategic insight, Gen Z behavior analysis, campaign development, and visual storytelling. From TikTok trends to dermatological trust, from refill culture to AI personalization, every idea in this playbook reflects the kind of brand-building I love. Work that is rooted in understanding people, not just metrics. Work that answers both the what and the why.
This project represents what I want to keep doing and where I believe I can bring the most value.
CREATIVE DISCLAIMER
To bring this vision to life visually, I used tools like Sora to generate concept art and mockup-style images. These are not final design assets, but rather visual placeholders to convey mood, tone, and intent. In a real-world setting, I would collaborate with designers, photographers, and developers to refine and execute these ideas.
Executive Summary
The Gen Z beauty shopper in Benelux lives in two worlds at once. They’ll screenshot a product going viral on TikTok, deep dive into website reviews, then walk straight into their local pharmacy to ask a dermatologist if it actually works. This is the new reality of beauty discovery: social media sparks the interest, but clinical credibility seals the deal. The numbers tell the story:
(Source: Business of Fashion and NielsenIQ, 2024)
This playbook is built for that exact moment when a 19 year old Dutch student pauses mid-scroll to think: “This serum looks amazing…but will it actually work for my skin?” It’s how L’Oréal can honor both sides of that equation across its portfolio.
Why This Matters Now
Just last year, L’Oréal began bridging these worlds by:
» Partnering with Dutch dermatologists as TikTok creators
» Adding QR codes to pharmacy products linking to dermatologist approved tutorials
This strategy takes those innovations further with three distinct approaches:
» For La Roche Posay, it means transforming medical expertise into enjoyable TikTok content where dermatologists explain ingredients between viral trends.
» With IT Cosmetics, we create “clinical glam” pop ups where influencers and skincare experts cohost AR try on experiences at Bijenkorf.
» For Garnier, we launch pharmacy to FYP campaigns that turn shelf displays into TikTok challenges with real rewards.
The throughline? Every execution starts with social buzz but lands in trusted territory. Because in 2025, Gen Z doesn’t just want to buy beauty products. They want to feel like smart beauty shoppers.
The Scroll-to-Shelf Journey Map
The Insight and Strategic Opportunity
To win Gen Z in Benelux, we need to speak their language: social first, clinically trusted, and seamlessly digital. The data reveals a generation that researches beauty through scrolling, shops with sustainability in mind, and expects technology to personalize their experience.
Social Media Has Rewritten the Rules
Gen Z doesn’t search for beauty products they discover them through feeds and stories. TikTok and Instagram now drive 53.6% of product discoveries among young shoppers, while traditional search engines like Google account for just 18.8% (BoF/McKinsey 2024). Even more telling? 61% of Gen Z consumers trust authentic user content over polished brand advertisements (Influencer Marketing Hub 2024). This shift demands a new approach to marketing one where real people and real experiences take center stage.
Where Beauty Discoveries Begin
The Sustainability Paradox
While 67.7% of Gen Z prioritizes eco-conscious beauty, 55% still need products to fit their student budgets (NielsenIQ 2023). This creates a unique opportunity for brands like Garnier to lead with affordable innovations such as refillable vitamin C serums that deliver both clinical results and environmental credibility.
Tech as the New Beauty Advisor
Personalization isn’t optional it’s expected. 72% of Gen Z wants AI powered skincare recommendations (Deloitte 2024), making L’Oréal’s BeautyGenius tool and Modiface AR try on features perfectly timed. These technologies bridge the gap between digital discovery and real world validation, letting shoppers test products virtually while still getting expert backed advice.
The Strategic Edge
The winning formula combines three key elements:
» Social credibility through micro influencers and authentic UGC
» Clinical trust via pharmacist and dermatologist partnerships
» Tech enabled personalization that makes each interaction feel tailored
By meeting Gen Z where they already are scrolling, shopping, and seeking advice L’Oréal can create a beauty ecosystem that feels native to their habits while still delivering the science backed results they demand. This isn’t about chasing trends but building lasting connections through every step of the modern purchase journey.
This approach doesn’t just check boxes it understands how Gen Z actually lives and shops today. The brands that get this right will own both the social feed and the shelf.
Benelux INSIGHTS
1. Dutch Gen Z: Clean, Functional & Eco-Conscious
Dutch consumers are shifting toward minimalist skincare routines with multifunctional, sustainable products—like hydration + SPF in one bottle—and are more likely to scrutinize ingredient quality and environmental impact (Euromonitor International, 2023) (GCIMagazine, 2023). They prioritize wellness through simplicity, reflecting the broader “skinimalism” trend and a preference for health-driven self-care.
2. Belgian Gen Z: Experience-Seeking & Influencer-Driven
In Belgium, Gen Z has flocked to experiential beauty shopping—seen most notably at Douglas, where new store openings generated long queues from younger shoppers looking for freebies and in-person excitement (CosmeticsDesign-Europe, 2025) (RetailDetail, 2024). This shows their appetite for community-driven events, exclusive product drops, and influencer-style retail experiences.
Brand Portfolio
L’Oréal’s Gen Z Power Trio
Luxe: IT Cosmetics
Where luxury and clinical efficacy collide.
Dermocosmetic: La Roche-Posay
Dermocosmetic authority
Mass Market: Garnier
Mass-market participation engine
Divisional Framework
Objective: Align L’Oréal’s sub-brands with Gen Z’s demand for clinical credibility, participatory experiences, and social-first storytelling—while respecting each brand’s tier (luxe, dermocosmetic, mass).
Strategic Approach
🎯 Why This Framework Works
» Modular Strategy: Each brand’s activation aligns with its price point and audience expectations (e.g., IT’s high-touch derm content vs. Garnier’s lightweight UGC plays).
» Data-Backed Decisions: Rooted in 2023–24 Gen Z behavior (Bain, TikTok, Influencer Marketing Hub).
» Tech Integration: Leverages L’Oréal’s existing assets (Modiface, derm network) for scalability.
Creative Executions
IT Cosmetics
The Activation: Derm Debunks Series
Objective: Leverage dermatologist credibility to make clinical efficacy TikTok-viral, driving social discovery to in-store conversion.
Format
A 60-second TikTok format where board-certified dermatologists:
» React to viral trends (“Do ‘skin cycling’ products actually work?”)
» Debunk Trends (“Does ‘skin cycling’ need 5 products? Dr. Ouiam breaks it down in 60 sec.”)
» Explain ingredients (“Niacinamide vs. Salicylic Acid: What’s Right for You?”)
» Use TikTok-native editing (quick cuts, trending sounds) to keep it engaging
Example Script
Frame 1: Derm in lab coat smiles: “I’m Dr. Ouiam, and no, you don’t need 10 serums.”
Frame 2: Split-screen comparing a 5-step viral routine vs. LRP’s 3-step solution
Frame 3: QR code animation: “Find this at your pharmacy →”
🎯 Why It Works
» Derm Credibility: 75% trust specialists over celebs (Influencer Marketing Hub 2024)
» Enoyable Science: 60% watch beauty tutorials on TikTok (Statista 2024)
» QR Conversion: 70% in-store scan rate post-social exposure (VivaTech 2025)
Dermocosmetic: La Roche-Posay
The Activation: Your Skin Decoded
To translate La Roche-Posay’s dermocosmetic authority into a tangible, youth-driven experience, this activation introduces a limited-time Pop-Up Skin Studio hosted in high-traffic Dutch cities like Amsterdam, Rotterdam, or Utrecht. Rather than relying solely on traditional pharmacy placements, this pop-up studio reimagines skin diagnostics through an immersive, tech-meets-expertise experience tailored for Gen Z. Rather than static education, the activation puts real skin insights in real time into visitors’ hands — with skincare recommendations backed by science and dermatologists.
🔍 Core Objectives:
» Position La Roche-Posay as the go-to clinical skincare brand for Gen Z
» Make dermatological knowledge interactive, visual, and fun
» Drive trial and immediate purchase of hero products through exclusivity
» Activate UGC via gamified content creation moments
🧬 Experience Zones
🔬 Zone 1: Professional Skin Diagnostic Zone
At the heart of the pop-up is a clinical-grade diagnostic machine, operated by trained dermatologists (3–4 dermatologists onsite). Guests sit for a 3-point facial scan, which analyzes:
» Hydration levels
» UV damage
» Skin texture and fine lines
» Pore size and oil production
Within minutes, a full report is generated. The dermatologist reviews it one-on-one with the guest, using a physical treatment cart labeled by step (e.g., Cleanse • Treat • Moisturize • Protect). For each step, the expert writes down recommended La Roche-Posay products, customized to that person’s exact needs — e.g., recommending Effaclar Duo+ for acne-prone areas, or Toleriane Sensitive for hydration.
Visitors receive a branded card or digital summary (via email or QR code) of their full AM/PM skincare routine.
📲 Zone 2: Smart Skin Kiosks
For those unable to secure a dermatologist session, iPad kiosks offer a simplified, self-guided version of the experience. Visitors answer a few questions and take a guided facial scan using the tablet’s camera. The result?
» A short skin profile (e.g., “Combination & Dehydrated”)
» Recommended LRP routine (Cleanser, Serum, Moisturizer, SPF)
The user receives a personalized QR code they can scan at any time to view their results and product list — including a direct link to find them in-store or online.
💡 Zone 3: Try & Buy Product Shelf
Once users have their personalized product list, they are directed toward a modular skincare shelf that mirrors the diagnostic output — sections for Dry Skin, Acne-Prone, Oily T-Zones, etc. This helps immediately link insight to action and supports real-time conversion.
📸 Zone 4: Glow Game Corner
To gamify the experience, visitors can spin a derm-inspired glow wheel or play a memory game using ingredients and skincare terms. Each play earns points toward mini samples, discounts, or exclusive merch.
» Example reward: Buy 2 full-size items and receive a branded mini pouch or SPF stick.
» Queue-only access keeps excitement high; no appointments necessary.
» At the exit, a “#MyLRPGlow” selfie wall invites fans to record TikToks or IG Stories showing their recommended routine. Ring lights and branded props included.
🌍 Location & Timing
» 3-day pop-ups in high-footfall areas (e.g., De Bijenkorf district or university campuses)
» Could also be adapted for mobile van-style activations for cross-country rollout
» Ideal timing: Spring/Summer 2025 for sunscreen tie-in and hydration-led routines
🎯 Why This Works:
This activation brings together what Gen Z expects:
» Clinical trust (derm advisors, real diagnostics)
» Digital savviness (interactive screens, TikTok moments)
» Cultural immersion (gamified skincare education inspired by Korean pop-ups)
» Exclusivity + access (limited pop-up time, free samples, custom content)
La Roche-Posay maintains its scientific brand DNA while evolving its delivery to meet the consumer where they are — curious, digital-first, and skincare-conscious.
Mass Market: Garnier
The Activation: #SkinTokChallenge
Objective: Turn sustainability into a social status symbol by gamifying refills—because Gen Z wants eco-actions to feel as good as they look.
Pivoted from pure AR play to sustainability storytelling after Garnier’s 2025 refill commitment—proving eco-actions can drive virality.
In-Store Mechanics:
» Scan & Save: Shoppers scan a QR code on Garnier’s refill pouches (e.g., Hyaluronic Serum) to unlock:
» A TikTok filter that “transforms” their empty bottle into a tree (e.g., “You saved 3 plastic bottles! 🌱”).
» A €3 discount for their next refill purchase.
» Refill Stations: Partner with Kruidvat/Etos to install branded refill kiosks with touchscreens showing real-time impact (e.g., “500 bottles saved this week”).
Social Amplification:
RefillToViral Challenge: Users post videos of:
» Before: Dramatically tossing an empty Garnier bottle.
» After: “Glow-up” moment inserting the refill pouch.
» Rewards: Top 10 most creative UGC videos win a year’s supply of refills + feature on Garnier’s TikTok.
🎯 Why It Works
» Ego + Eco: Taps into Gen Z’s desire to show off sustainability (58% pay more for eco-friendly beauty, per NielsenIQ 2023).
» Closed-Loop: Directly ties UGC to in-store behavior—scans drive refill sales.
» Scalable: Refill stations can expand to universities or music festivals.
» Brands with sustainability challenges see 2.5x more UGC (Bamboozle, 2024).
How This Framework Scales
While this playbook is tailored for Gen Z in Benelux, its modular nature makes it easily adaptable across L’Oréal’s global markets. Below are quick pivots showing how this framework could be scaled or localized:
France
Leverage La Roche-Posay’s existing dominance in Monoprix and French pharmacies to expand the pop-up model into neighborhood hubs, with added French language TikTok content led by Paris-based dermatologists.
Germany
Garnier could anchor its refill challenge in green-focused drugstores like dm, where Gen Z already shops for clean and sustainable products. Refill stations could be branded “Garnier Green Stops” to reinforce local relevance.
United Kingdom
IT Cosmetics could partner with Boots Beauty Halls for pop-up “Clinical Glam Rooms,” pairing Modiface AR with NHS-approved skincare advisors to localize the clinical credibility angle.
KPI Dashboard
📚 References
Three Brands, One Insight
Each activation in this strategy was crafted to reflect the distinct identity of its respective division while answering Gen Z’s evolving expectations. IT Cosmetics blends clinical efficacy with glamour through immersive try-ons and challenge-based content that feels creator-first. La Roche-Posay stays true to its dermatologist-backed authority with data-driven TikTok education and in-person expert consultations. Garnier embraces its mass accessibility by translating social-first trends into pharmacy-ready experiences, offering sustainability without compromising affordability. Together, these activations ensure brand integrity is never lost, even as the strategy innovates across platforms and touchpoints.
Final Thoughts
In a beauty world that’s more algorithmic, fragmented, and consumer-led than ever, brands need agile thinkers who understand culture, data, and storytelling equally. This proposal wasn’t just a creative exercise, it’s how I approach evolving brand ecosystems that matter. From TikTok to the pharmacy shelf, from AI tools to refill pouches, I believe L’Oréal’s next wins lie in bridging the digital with the dermatological. I’m excited to help shape that future.