In a constantly evolving media landscape, platforms like TikTok are no longer optional—they are essential. For a global leader like L'Oréal, mere presence is not enough; it must dominate. We had the pleasure of speaking with Guillaume Totis, Global Head of Media & Advocacy for L'Oréal International Distribution (LID), a unique entity within the group designed to conquer new markets. Following a workshop dedicated to TikTok's latest innovations, he shared his vision of how the platform has become a strategic pillar for consumer recruitment, trend creation, and growth.

A Global Platform for a Global Strategy

WPP Media: First of all, what did you think of this morning's workshop? What are your key takeaways? 

Guillaume Totis: It was fantastic - very well adapted to the reality of LID, which operates as an intrapreneurial entity within L'Oréal. Interestingly, being better connected to platforms through agencies like yours also helps us stay aligned with the group's global initiatives: learning programs, measurement frameworks, and joint business plans. This is incredibly valuable for us.

WPP Media: How important is TikTok in your overall marketing strategy? 

Guillaume Totis: TikTok is absolutely essential. It’s a unique partner, equally powerful in Asia and the West. It plays a critical role in recruiting new consumers, particularly Gen Z and beyond. But more than that, TikTok is a trendsetter. For an industry like beauty, which must always stay ahead, our presence and dominance on the platform are crucial for building long-term brand value.

This dominance translates into impressive commercial results. For instance, L'Oréal Paris generated over $1 million in sales during a single "Super Brand Day" event on TikTok Shop in the UK, with a 466% increase in weekly purchases.

TikTok: The New Trendsetter

WPP Media: How does L'Oréal perceive TikTok's evolution, and how does it influence your creative approach? 

Guillaume Totis: TikTok has revolutionized how L'Oréal creates trends. Previously, our influence was driven by sheer firepower. Today, the consumer journey has become more complex—what we call the "messy middle." TikTok has accelerated this shift. Content creators are now the new faces of influence. They can have millions of followers or a small, loyal community. This shift in power dynamics means that missing a trend on TikTok could weaken our leadership position over time. The platform has lowered entry barriers, enabling independent brands to emerge quickly. That’s why our presence is vital. Features like TikTok Shop could be a game-changer, seamlessly integrating e-commerce into this powerful media ecosystem.

Promising Formats for Greater Efficiency

WPP Media: Which TikTok features or formats do you find most promising? 

Guillaume Totis: For us at LID, Spark Ads are clearly the frontrunner, potentially combined with Pulse. Spark Ads are already our number-one format.

For context:

• Spark Ads: An ad format that allows brands to promote organic content created by influencers, making ads feel more authentic and native.

• Pulse: A solution that places brand ads after the most engaging and popular content on the platform, ensuring visibility in a brand-safe environment.

Guillaume Totis: This morning’s workshop helped us reconnect with the group’s global expertise, particularly in finding the right balance between brand content and creator content. This expertise was something we lacked. For example, in markets like Nigeria, we rely 100% on local creators for practical and legal reasons. Understanding how to optimize this mix through solid research will enable us to be more effective and precise in future campaigns.

A Collaboration Focused on the Future

WPP Media: How do you see the future of your collaboration with TikTok? 

Guillaume Totis: Our entity is growing rapidly, and TikTok will need to keep pace. It’s already a leading partner. Our investments will increase, especially as TikTok expands its advertising solutions into new markets. However, the goal isn’t just growth for the sake of numbers. The challenge is to grow with discipline and rigor, immediately integrating best practices that you help us establish: maintaining optimal reach and frequency levels, using the right mix of formats, and so on.

A Strategic Partner for Growth

WPP Media: Any final thoughts? 

Guillaume Totis: Sessions like this are incredibly important for an entity like ours. As a global client, we sometimes struggle with internal communication. You, WPP Media, act as a direct connector to platforms and the group’s collective knowledge. You’re almost like an extended team for me, which is crucial in our business model that relies on small, agile teams. This allows us to circulate industry best practices and maximize their impact.

Key Takeaways

• TikTok: A Comprehensive Strategic Lever: More than just a social network, TikTok is an essential growth partner for L'Oréal, impacting the entire funnel—from recruiting new consumers to building long-term brand value.

• Creators Are the New Faces of Influence: Success on TikTok requires a paradigm shift. It’s no longer about imposing trends but co-creating with authentic influencers who drive virality and relevance.

• Media Agencies as Integrated Partners: For an agile entity like LID, the media agency (WPP Media) acts as an "extended team," connecting platform expertise with the group’s global knowledge, playing a critical role in strategy and operational efficiency.