L’Oréal DACH introduces LOREALISTAR, a multi-brand loyalty platform targeting micro and nano influencers with as few as 1,000 followers, positioning itself as the first of its kind in the European Union.

The LOREALISTAR platform integrates 16 brands from across L’Oréal Group’s divisions in the DACH region. The program operates on a points-based reward system where influencers earn “Stars” for each posting related to participating brands. These points can be redeemed for products, which creators review to earn additional points and increase their status.

Higher-tier influencers gain access to exclusive experiences, including brand masterclasses, event invitations, and content training sessions.

“LOREALISTAR follows the trend of the Creator Economy, where everyone can be a creator and belong to the next generation of micro and nano-influencers – a group that is gaining increasing strategic relevance as a voice in our marketing mix,” Alma Lipa, Chief Digital & Marketing Officer at L’Oréal DACH, said in a press release.

The platform initially launched as a pilot program for influencers working with brands in L’Oréal’s consumer products division in Germany. Following successful implementation, the company expanded the concept across all divisions and relaunched it throughout the DACH region. The United Kingdom and Spain have recently adopted the platform, with potential expansion to additional markets under consideration.

According to data cited by L’Oréal, Germany represents the second-largest market for influencer advertising in Europe after the UK. Micro and nano influencers account for approximately 70% of all influencer brand collaborations worldwide.

Shifting Focus to Influencer Marketing

L’Oréal currently collaborates with approximately 2,000 influencers annually in the DACH region on a campaign basis. Simon Preuß, Head of Social & Advocacy at L’Oréal DACH, noted that early results show LOREALISTAR improves brand loyalty and positively impacts posting frequency.

This initiative aligns with L’Oréal’s broader global strategy of strengthening influencer relationships. The company recently launched similar programs in other regions, including the Beauty Creator Club in the Middle East and a three-year partnership with WPP’s Onefluence in Vietnam.

According to a recent WeArisma report, influencer content generates up to 19 times higher Earned Media Value than brand-owned accounts and reaches up to 26 times more consumers through impressions, highlighting the importance of L’Oréal’s investment in this marketing channel.