Beauty companies are already using social networking sites for their marketing potential but they are now looking to exploit their recruitment potential.

Alongside groups set up to celebrate its brands are pages such as 'L'Oreal at Imperial College' and 'L'Oreal Summer 2008 Interns'.

Targeting graduates

Drawing in young and well-educated members, Facebook is a useful site from which to target talented graduates looking for careers in the beauty industry.

Furthermore, unlike conventional advertising, marketing on sites like Facebook and MySpace is extremely cheap and allows participants to notify one another about interesting events and opportunities.

L'Oreal is not the only company to have recruitment orientated groups set up on Facebook with other international firms such as Ernst & Young and Areva also looking for graduates on the site.