DESIGNED TO EMPOWER. L’Oréal Digital Beauty Academy aims to empower individuals all over the country by providing free trainings and seminars that would equipped to become digital beauty entrepreneurs (Image from Pexels)
There is no denying that social media has given rise to new connections and economic opportunities. According to one study, 71 percent of consumers acknowledge that social media recommendations positively influence their purchasing decisions. In line with this trend, the social commerce industry in the Philippines is expected to grow by 24.3 percent on an annual basis to reach US $928.8 million in 2023. By 2028, it’s expected to reach US$2348.3 million.
So what happens when technology, social media, and an international beauty company come together to empower netizens beyond the digital world? A digital beauty academy.
Leveraging on the power of technology, internet, and social media, L'Oréal Philippines, in partnership with the local government of Quezon City, SPARK! Philippines—a non-profit organization dedicated to the development and inclusivity of women, LGBTQ+, and other marginalized sectors, and TikTok, launched the first-ever L’Oréal Digital Beauty Academy in the Philippines.
This Digital Beauty Academy is a beauty and social media entrepreneurship program that offers training in beauty, digital content creation, social commerce platforms, and small business literacy. The inauguration took place last May 18, 2023, at the Quezon City Hall with over 250 chosen participants and beneficiaries.
THE PIONEERS. (L-R) Krhizzy Pasigan, corporate affairs head of L’Oreal Philippines, Maica Teves, executive director of SPARK! Philippines, Yannick Raynaud, country managing director of L’Oréal Philippines, Hon. Mayor Joy Belmonte of Quezon City, Kristoffer Rada, head of policy of Tiktok, and Paolo David, head of brand partnerships, Tiktok during the launch of Digital Beauty Academy.
The program features a holistic training approach that brings together industry experts. The training includes the following:
- Beauty and Personality Development including Beauty 101 by L'Oréal experts (skin, make-up, and hair basics) and Effective Management of Emotions by MindYou, a mental health technology company.
- Content Creation 101 that covers TikTok Platform overview, guidelines for basic production, tips, and tricks to start and grow an account, best practices, policies, and community guidelines, as well as livestreaming guidelines.
- Earning as an affiliate and live streamer featuring a TikTok creator inspiration session, introduction to the TikTok Shop, and Live streamer track by L'Oréal.
- Becoming a Responsible Content Creator which covers Digital Literacy, small business registration, and mental health support training.
“The L’Oréal Digital Beauty Academy reflects the Group’s conviction that beauty can be a transformative force and make a positive impact towards inclusive communities and growth, especially for women. Our goal as a digital-first company is to unlock opportunities for people brought about by the digital transformation in the Philippines,” said Yannick Raynaud, managing director of L’Oreal Philippines. “We hope to empower Filipinos to express their authentic self through their online content and at the same time, educate them on earning opportunities available to them.”
Yannick also told Manila Bulletin Lifestyle that their company is planning to bring this six-week-long program to other parts of the country to empower more individuals and give them livelihood opportunities. When it comes to identifying beneficiaries SPARK! Philippines in cooperation with the LGU are the organizations that work together to choose who they would be. Upon graduation, the participants will be equipped to become TikTok Affiliate Partners, while select graduates will have the opportunity to become official L'Oréal live streamers.
L’Oréal’s Digital Beauty Academy is an extension of the Beauty For A Better Life Program that aims to give motivation, self-confidence and means for professional reintegration through quality beauty education. In the Philippines, the Beauty for a Better Life program began in 2017 with hairdressing training. Last year, 50 residents from Quezon City were certified as hairdressers, joining the pool of 367 graduates since its first introduction.