L'Oréal is keeping a perfectly made-up eye on the future of e-commerce .

The beauty company already generates $2.5bn in e-commerce sales through a nuanced strategy that has involved partnering with international and local digital retailers, adopting a test-and-learn philosophy, and spreading best practices around the world.

Antoine Borde, L'Oréal’s global e-commerce acceleration director, is tasked with making sure it remains up to speed with the pace of the digital retail ecosystem. At the 2018 Cannes Lions International Festival of Creativity, he outlined several topics that are currently attracting the house of brands’ attention:

Direct Sales

The prospect of brands selling their products directly to consumers without a middleman has provided enterprises with new windows of digital-commerce opportunity.