In what feels like a confident and smart move, L'Oreal have launched FAB, an online magazine curated by key beauty and fashion influencers.

Big brands are finding it increasingly difficult to use conventional marketing methods to engage with a progressively digitally savvy audience. The transparent tactics of old (pushing one continual message) now form a counter intuitive approach.

In light of this, French beauty giant L’Oreal have created an unbranded online magazine named FAB (‘Flair. Artistry. Beauty’) which is driven by key beauty and fashion influencers who’re curating rich and engaging content for it. The platform’s stated aim is to showcase the work of leading beauty professionals from around the world. Rival beauty products are regularly mentioned on the site.

FAB indicates that L’Oreal are conscious of a broader perspective; in looking beyond purely attempting to sell more stuff, and instead focusing on building a community that supports others, they’ve successfully positioned themselves as a reference point for the rest of the industry.

We are still at the beginning of the adventure. For Fab, success is about having curated content that gradually brings in the audience and gets positive feedback - An Verhulst-Santos, president of the L'Oreal professional products division Engaging with early adopter beauty fans in a way that feels more authentic and beneficial to them will help L’Oreal secure quality engagement. The loyal audience FAB will surely generate will then drive traffic towards L’Oreal in an organic way, and also provide qualitative feedback that can then inform the brand and its products .