BuzzFeed adds first ‘Buy It!’ button for L'Oreal native ad

07/10/2014

BuzzFeed has added a "Love it? Buy it!" button next to a vintage hairstyle post from L'Oreal USA letting readers buy the cosmetics being featured, as the publisher looks to expand its ad options to capaitalise on its soaring popularity.

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The post “11 Vintage Hairstyles Anyone Can Pull Off,” sponsored by L’Oreal’s Makeup.com, features animated GIFs, tutorial links and Makeup.com illustrations of different types of buns, braids and blowouts for women to try.

Below each image is a blue button that says “Love it? Buy It!” that directs readers to a L’Oreal retail page where they can buy the product used to construct that particular hairstyle.

L’Oreal is BuzzFeed’s first beauty advertiser for the site’s beauty channel in a partnership that runs through February 2015.

Other L’Oreal sponsored posts on BuzzFeed include articles such as “Definitive Proof Hairspray Gives You Superpowers” and “15 Signs You Should Be A Makeup Artist” and “10 Items From Our Childhood Closet That Never Went Out Of Style.”

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