How L'Oreal can leverage Facebook

L'Oreal brands can be broadly classified into two types: Brands of Authority & Brands of Conversation. While the former are brands that tell the customer what to buy, the latter are those brands that customers resonate with, and buy based off the community created by the brand.
For example, brands such as Garnier and Keihl's involve the customer at a very deep level and invite them to talk about their lives with eachother, relating that to the brand. Surprisingly enough, I did not see too many Facebook groups / communities / pages relating to these brands. This is definitely one avenue for L'Oreal to explore.
Another great thing they could do is take advantage of Social Ads on facebook - it is super easy to identify specific types of customer groups and target them directly.
I am sure there are plenty of other ways in which this company can utilize Facebook - will hopefully bring all of that up in my Memo.