Case study · L’Oréal
Long-form for YouTube · Clips shown without sound
How we built L’Oréal’s YouTube channel
We built a YouTube content system for La Roche-Posay, owned by L’Oréal, designed for the way people search now: expert, keyword-rich videos that answer the skin questions people ask most, engineered to rank on YouTube and Google and to be cited by AI assistants.
People don’t just search for skincare advice anymore. They ask AI. We made sure La Roche-Posay is the answer.
The brief
La Roche-Posay is one of the most trusted names in skincare, with millions of followers across Instagram and TikTok. On YouTube, the channel was doing what most brand channels do: running short ads and hoping people would stop scrolling.
L’Oréal wanted more than views. They wanted La Roche-Posay to become the place people go for real answers about their skin, on YouTube and everywhere those answers now get served up, including AI assistants.
The shift
How people look for skincare advice has changed. Someone with a breakout at midnight doesn’t scroll a brand’s feed. They type a question into Google, or increasingly, they ask ChatGPT, Gemini or Perplexity. And when those tools answer, they lean heavily on video.
YouTube is now the second most-cited website across AI search, from ChatGPT and Gemini to Perplexity and Google’s AI Overviews.
Source: Peec AI, 2026That changes the job of brand content. It isn’t just about being watched. It’s about being findable, quotable and trusted by the systems that now sit between a brand and its customers. That’s the opportunity we built the whole project around.
Engineered for AI search
We treated every video as an answer that needs to be found. Here’s how.
Start with the questions, not the product
We worked side by side with L’Oréal’s social team and their SEO and AI search specialists to map the skin questions people actually ask: acne, wrinkles, sensitivity, SPF, routines, myths.
Answer them like a dermatologist would
Every video is built around a real question and a straight, expert answer. The question is said out loud, answered early and explained in plain language, so both people and machines understand exactly what the video is about.
Write for search, not just for screens
Scripts were written keyword-rich by design: the words people search are the words spoken on camera, on screen and in the edit, without it ever sounding like an ad.
Package every video to be understood
Titles, thumbnails, chapters, timestamps and structured descriptions give YouTube, Google and LLMs clean signals. Each answer has its own moment in the video, ready to be surfaced and cited.
Earn trust by not selling
Not one video pushes a product. The content is built to be the most useful skincare resource on YouTube, because that is what gets recommended, ranked and referenced.
Four formats, one system
Each format has a specific job. Together they cover search, authority, community and culture, and every piece points to the next.
Doctor answers
Short, direct videos that each answer a high-volume skincare question, structured with chapters so every answer can be found, surfaced and cited.
Dermatologist deep dives
Longer videos led by Dr Raj that go properly deep on the topics people care about most, building the credibility the whole channel rests on.
Round tables
Real people with real skin concerns, in conversation with a dermatologist. Honest, podcast-style and genuinely relatable.
Reactions
The dermatologist reacts to the skincare trends, myths and viral routines people are already talking about, keeping the channel in the conversation.
Shorts that lead back
Cut from every shoot and built natively for vertical, the Shorts reach new people fast, then pull them into the long-form answers where trust is built.
Cast for credibility
Skincare advice only works if people believe it. So instead of influencers or paid ambassadors, we cast for credibility.
Dermatologist Dr Raj leads the channel on camera. Around her, we ran open casting and chose eight real people with real skin concerns. They weren’t reading lines. They were asking the questions they genuinely wanted answered, and viewers can see themselves in them.
Built in one production
We designed the whole system to be captured in one intensive production. Over three shoot days, multiple sets ran back to back: the doctor’s desk, the round table and the reaction set, each lit and framed for its format.
Every long-form video was shot with Shorts and cut-downs in mind, so one day on set feeds weeks of publishing across YouTube, Shorts and social.
Why it matters for brands
This is where brand content is heading. The brands that win won’t just be the loudest. They’ll be the ones AI and search trust enough to quote.
Be the source
When customers ask AI about your category, the brands with the clearest, most trusted answers get cited. Everyone else gets skipped.
Organic that compounds
Paid media stops the moment the budget does. Useful, well-packaged video keeps getting found, recommended and quoted for years.
Relevance, not repetition
Reacting to what people are already talking about keeps a brand part of culture, not an interruption to it.
Trust drives the sale
Help people first. When the most helpful answer comes from your brand, preference follows without a single hard sell.
What we did
The answer AI gives
This project is how we now work with every brand. Research what people actually ask, make the best answer on YouTube, and package it so Google and AI assistants can find it, trust it and quote it.
How we make brands the answer →