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L’Oréal Canada has introduced the first worldwide Content Factory, a production studio located in its head office in Montreal. The company has invited its employees who want to create original content for their brands to use the studio to produce content such as video makeup tutorials and products reviews. L’Oréal Canada will provide professional lighting, photography, and video equipment, as well as the assistance of a professional photographer or creative director. The idea behind the Content Factory is to create content that has a creative focus and engages customers. “The Content Factory is an invaluable tool to achieve our objective of being more agile in social media and creating integrated brand communication,” says Frank Kollmar, President and CEO of L’Oréal Canada.