L’Oréal USA has opened an in-house digital content studio close to its headquarters in New York, according to a report published by NewsCred Insights.

The Beauty Terminal, as the facility has been dubbed, will produce trend-led content for the company’s social media channels and e-commerce websites.

“For years, the demand for social and digital content has increased across every platform,” Marie Gulin-Merle, Chief Marketing Officer L’Oréal USA told NewsCred Insights. “Content trends now come and go at a record pace and our audiences are consuming this media faster than ever. Having the Beauty Terminal, a dedicated place for content creation, gives L’Oréal brand teams the ability to create, edit, and post-produce content with speed and agility so we have more relevant, dynamic content to engage and delight our customers faster.”

The studio is equipped to produce a wide range of content from how-to tutorials to e-commerce assets across multiple sectors. The studio also boasts a hangout lounge for influencers to relax in between shots.