How L’Oréal Professionnel activates Social Commerce at scale with AdAlong
L’Oréal Professionnel is taking User-Generated Content (UGC) to the next level, helping hairdressers become true brand advocates. In partnership with AdAlong, the brand has deployed an AI-powered UGC strategy that seamlessly connects content, community, and commerce to scale Social Commerce across 30 countries.
CONTENT : AI-Driven, Brand-aligned, Multi-Channel ready
With over 700,000 UGC posts generated annually, the challenge isn’t quantity—it’s curation. Thanks to AdAlong’s AI-based curation engine, L’Oréal Professionnel can:
● Automatically select and moderate the top 10% of UGC, based on strict brand guidelines (e.g., no visible customer faces, gloves worn during coloration).
● Instantly synchronise and deploy high-quality, brand-aligned visuals across all key touch points: e-commerce, newsletters, paid ads, social media, in-store displays, and more.
● Uniquely, AdAlong’s solution enables real-time synchronisation across 30 countries, ensuring consistent brand experience at scale.
COMMUNITY : Strengthening engagement & advocacy
Empowering professionals to become content creators is at the heart of L’Oréal Professionnel’s strategy. With the support of AdAlong’s platform and community workflows:
● 60% of hairdressers respond positively when asked for IP rights, facilitating safe and compliant activation.
● There has been a +40% year-over-year growth in UGC collection, reflecting strong and growing engagement from the professional community.
COMMERCE : UGC That enhances the shopper experience
Authentic content fuels conversion and builds trust throughout the shopper journey. With AdAlong product catalog tagging optimisation:
● 80% of product pages now feature at least 3 curated UGC posts, providing powerful social proof.
● Complementary product suggestions integrated directly within UGC visuals help increase Average Order Value (AOV) — a unique feature powered by AdAlong.
● UGC is now live across 30 countries, making localized and authentic inspiration a consistent part of the buying experience.
... A scalable model enabled by a visionary team
Beyond the technology, this success is the result of a strong and visionary team at L’Oréal Professionnel. From initial setup to daily execution, AdAlong collaborated closely with the LP team, as well as strategic partners Capgemini and Salesforce Commerce Cloud (SFCC), to deploy a solution that is scalable, brand-safe, and performance -driven.
Together, they’ve built a model where content creation, curation, and commerce are seamlessly connected—empowering professionals, enriching the shopper experience, and future-proofing social commerce for the years to come.