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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, the leading destination for short form mobile video, announces the launch of the first-ever L’Oréal Digital Beauty Academy in the Philippines.
The L’Oréal 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 on May 18, 2023, at the Quezon City Hall with over 250 participants in attendance. The program is a significant milestone in L’Oréal’s commitment to use beauty education as a catalyst for inclusion in the Philippines.
Digital and social media has given rise to new connections and economic opportunities. According to one study, 71% of consumers acknowledge that social media recommendations positively influence their purchasing decisions[1]. In line with this trend, the social commerce industry in Philippines is expected to grow by 24.3% on annual basis to reach US$928.8 million in 2023. By 2028, it’s expected to reach US$2348.3 million. [2]
Additionally, the beauty industry in the Philippines is projected to reach a staggering $601 billion by 2024[3]. L’Oréal recognizes that in this era of shoppertainment, where anyone can become a thriving content creator, combining beauty and social media skills can be a powerful tool for aspiring entrepreneurs.
The L’Oréal Digital Beauty Academy features a holistic training approach that brings together industry experts. The training program features 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 trainings.
“The L’Oréal Digital Beauty Academy reflects the Groupe’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.”
“Digital has not only transformed the way we connect with others. It has also opened doors for livelihood and economic development, especially during and after the lockdowns. Success stories of people whose small businesses began with content creation and online selling have grown significantly,” said Maica Teves, Executive Director of SPARK! Philippines. “The L’Oréal Digital Beauty Academy represents our commitment together with the L’Oreal Philippines, the Quezon City Government and TikTok, to assist our community in recovering and empowering women,” she added.
TikTok Head of Public Policy, Kristoffer Rada, shared “Our mission at TikTok is to inspire creativity and bring joy. In doing so, we commit to a long-term goal of ensuring that the platform has the highest level of trust and safety, encourages a positive space for creators and users, and advances digital literacy by providing economic opportunities to the creator economy and MSMEs. These goals align strongly with L’Oréal’s ambitions for Digital Beauty Academy, which is why we were so thrilled to be part of this program.”
The L’Oréal Digital Beauty Academy will run from May to June 2023, with Quezon City as the first and pilot location. Quezon City is home to 2.9 million residents and is the biggest city in the Philippines by population. Their Small Business and Cooperatives Development and Promotions Office (SBCDPO) played a crucial role in identifying participants from six of their districts as well as providing logistical support. The program was opened to residents above18 years old who own a smartphone, with no educational attainment required.
“We are proud to venture into a new partnership with L’Oréal and SPARK! Philippines, and now with TikTok to help aspiring content creators – women, men, members of the LGBTQIA – to be their own brand and earn from it. Quezon City is lucky to be the first city to be chosen for this program. The good news is this endeavor is just as timely as the city is gearing up to be the center for digital transformation in the country,” added Mayor Joy Belmonte of Quezon City.
In addition to beauty and content creation, the L’Oréal Digital Beauty Academy also equips participants with the skills necessary to become empowered entrepreneurs capable of running businesses from their homes. Financial literacy plays a pivotal role in the academy, with participation from GCash and the Department of Trade and Industry (DTI), who will educate participants on banking options and guide them through the business registration process. The participants will also receive valuable insights on mental health awareness through talks by MindYou.
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.
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