"To find lesser known influencers, it scans the platform looking for anyone mentioning an Active Cosmetics brand, specifically La Roche-Posay or Vichy, as well as any people talking more generally about skin conditions its products help, like acne or eczema for example. "Then, when we have all those possible 'influencers' we do the first wave of checks," explains Cedric Dordain, chief digital offer at the division. "Using tools that automatically identify suspect influencers are really helpful.""
"The signs are fairly obvious. What it's looking for here are people whose accounts might have sudden surges in followers, especially if they have a high count from accounts in foreign countries, both well-recognised indicators of fraud. Dordain says that this wave of checks will result in a cull of 80% of the accounts it has identified as influencers potentially worth working with."
L'Oreal Active Cosmetics allocates 90% of its influencer marketing budget to Instagram and focuses almost exclusively on micro-influencers with around 10,000 followers. Micro-influencers are selected for perceived authenticity, niche skincare followings, and limited brand partnerships. The division scans Instagram for mentions of La Roche-Posay, Vichy, and discussions of skin conditions such as acne and eczema, then runs automated checks to flag suspect accounts. The initial automated vetting removes roughly 80% of identified accounts due to signs like sudden follower surges and disproportionate foreign followers. Remaining profiles undergo manual review guided by an internal rulebook as part of a three-step vetting process.
Read at The Drum
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