Submitted by Fabulate

14.85% Engagement Rate and 780K Views from Creator-Led Content

Influencer Marketing

Fabulate worked with L'Oréal Paris and Marie Claire on a creator and editorial campaign for Le Matte Résistance Lipstick, reporting a 14.85% engagement rate across creator content.

14.85%engagement rate across creator content
780Kvideo views
780Ksocial views
11,270Marie Claire feature page views
15.1average view time, influencer content

Case in 60 seconds

L'Oréal Paris set out to raise awareness of its Le Matte Résistance Lipstick among consumers under 35, which required repositioning a statement product as a longwear everyday essential rather than an occasion purchase.

The campaign appears to turn on younger beauty consumers trusting creators who are relatable and aspirational at once, because a longwear claim is more credible shown inside a real routine than asserted in advertising.

The organizing idea was to run editorial and creator storytelling together, so magazine authority carried credibility while creators carried proof of wear, rather than relying on either of those voices alone.

Fabulate, L'Oréal Paris and Marie Claire ran editorial and creator storytelling together; five beauty creators made social-first content showing wearability, pigment and everyday versatility, while a Marie Claire feature carried awareness and credibility.

Fabulate reports a 14.85% engagement rate across creator content, 780K video views and 462K social views, and 11,270 page views on the Marie Claire feature, with dwell time on the branded article 229% above benchmark.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

New beauty audiences, described as younger beauty consumers under 35 who seek genuine recommendations rather than traditional advertising.
Based on the available evidence, the tension sits between a heritage beauty brand's advertising voice and an audience under 35 that treats creator recommendation as the credible register, so the work was written in the creator register rather than the brand's.
Based on the available evidence, longwear is a claim every lipstick makes, so the campaign had to demonstrate performance through wear rather than assert it, which is why the content led on wearability, pigment and everyday versatility.
The brand positioned Le Matte as equipment for everyday confidence rather than a statement product, which gave L'Oréal Paris the role of supporting an existing routine rather than marking an occasion.
Based on the available evidence, the work assumes younger consumers screen out anything that reads as advertising, which is why each piece was built to sit naturally in-feed and why creators were asked to show the product inside their own routines.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Fabulate (lead_agency), Marie Claire (media)

Creator role

  • Jordanna Morandin — creator

Results & Evidence

MetricValueResult type
engagement rate across creator content14.85% engagement rate across creator contentengagement_rate
video views780K video views and 462K social viewsvideo_views
social views780K video views and 462K social viewsvideo_views
Marie Claire feature page views11,270 page views on the Marie Claire featuretraffic
average view time, influencer content15.1 seconds average view time on influencer contentvideo_views
dwell time above benchmark229% above benchmark dwell time on branded articleperformance
beauty creatorsFive beauty creators brought the Le Matte Résistance Lipstick to life through authentic, social-first content showcasing wearability, pigment, and everyday versatility.creators_count

Why Fabulate's strategy worked

  1. 1

    Pairing creators with a publisher feature reads as a way of splitting the work of persuasion, because the magazine supplies the credibility a creator cannot claim while the creator supplies the wear evidence a feature cannot show.

  2. 2

    Moving a product from occasion to routine suggests a demonstration brief rather than a message brief, because everyday versatility is something an audience has to watch being used rather than be told about.

  3. 3

    Reporting average view time and dwell time beside reach suggests attention was treated as the reappraisal signal, because a repositioning is carried by how long an audience stays with the content rather than by how many see it.

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