Boycotting SOPA Supporters is All or Nothing
lockergnome.com
lockergnome.com
Not really... Boycotting GoDaddy made perfect sense: they are an internet company supporting legislation that would ruin the internet. Presumably they knew perfectly well what they were doing (considering this is the core of their business) and they needed to be shown that the world doesn't agree that it's okay.
Whereas I doubt L'Oreal executives knew or cared about this bill beyond someone promising them it would help their business to sign on the dotted line. Boycotting them would be an arbitrary self-righteous waste of time that could be spent pestering your representative -- which actually has a chance of making a difference.
But the article agrees with you that pestering your representative is a better use of time regardless of which company you choose to boycott or not.