China transforms L’Oreal’s omnichannel approach to beauty

Anna Hamill

L’Oreal Group is the market leader for digital beauty in China, where its approach is offering lessons for the rest of the category.

For the past several years, several multinational brands have been using their China presence as a chance to road-test the future of e-commerce. China is considered an innovation leader in digital-first – and often mobile only – customer journeys, with internet-obsessed millennial shoppers and a high demand for convenience, variety and rewards.

For L’Oreal Group – the Paris-headquartered multinational with 45 brands spanning beauty, haircare, fashion and fragrances – China represents the future of commerce. It’s a place to learn, experiment and grow in the omnichannel space, according to Hagen Wuelferth, chief digital officer at L’Oréal China.

“China is about...

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