L’Oréal pushes deeper into digital

Cosmetics giant L’Oréal is intent on pushing deeper into digital as it explores the use of social commerce and online gaming to reach new customers via different touchpoints.

Why it matters

After a year in which the pandemic disrupted normal sales channels, L’Oréal has stated that e-commerce will ultimately represent 50% of its sales. Asmita Dubey, who took over as chief digital and marketing officer in April, tells the Wall Street Journal that the pandemic “has been a catalyst for digital adoption” and the company is “constantly reimagining” its digital strategies.

What’s it doing?

• L’Oréal was a pioneer of using augmented reality to enable consumers to try products virtually; it now offers online beauty tutorials as well, where beauty advisers can apply makeup virtually to existing and potential customers.
• A recent pilot program allows customers to buy products directly from the (UK) TikTok accounts of its NYX Professional Makeup and Garnier brands (as well as from those of influencers). 
• A recent partnership with a videogaming franchise will see female gamers with a large following on social media will be applying

A sticking point

Measuring return on investment in social commerce and gaming isn’t easy, Dubey reports. “It’s a long game for so many of these channels,” she says.

Sourced from Wall Street Journal, WARC

_{[Image: NYX via TikTok]}