133 - Neahle Jones, L’Oréal

Earned: Unlocking the Power of the Creator Economy

In Ep. 133 of Earned, Conor sits down with Neahle Jones, VP of US Consumer Engagement for L'Oréal’s Consumer Product Division. To start, we dive into L'Oréal’s tried-and-true strategies for crafting authentic and accessible content—including leveraging creative material and influencer collaborations. Neahle discusses how L'Oréal shifted from following the traditional marketing playbook to fostering community and building genuine relationships with superfans. Next, Neahle offers a behind-the-scenes look at managing a global brand like Maybelline and discusses how L'Oréal leverages its extensive resources to maintain its position in the market. Switching gears, Neahle emphasizes the importance of working with creators who are genuinely enthusiastic about your brand to ensure authenticity and alignment throughout the partnership. To close the show, Neahle opens up about the challenge of balancing a thriving career with personal goals.

In this episode, you’ll learn:

1. How L'Oréal fosters authentic connections that resonate with consumers by shifting from traditional marketing to creator marketing
2. Why L'Oréal has shifted from highly produced content to democratized, creator-driven content in order to humanize the brand and leverage the unique strengths of creators
3. Why the company fosters a culture of innovation and emphasizes mentorship for employees' professional growth

Resources:

• L’Oréal - https://careers.loreal.com/en_US/content

Connect with the Guest:

• Neahle’s LinkedIn - https://www.linkedin.com/in/neahlejones/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ