Outcome
2020 digital sales hit a record high
L’Oréal’s digital transformation has enabled the Group to build new relationships based on innovation, relevance, transparency, and trust with both consumers and employees. It is providing a best-in-class narrative content format through stories, short episode playlists, or employee-generated content. This was essential during the COVID-19 lockdown when brick-and-mortar stores closed, so L’Oréal could still maintain product sales and customer contact. For example, it used tools like its digital factory to cut time to create a new website from two years to just three months, enabling L’Oréal to quickly adapt its engagement strategy to continue reaching consumers.
“Digital is one of L’Oréal’s main growth drivers, and this became even more apparent during the crisis,” says Lubomira Rochet, L’Oréal’s Chief Digital Officer.
Both customer engagement and purchases have increased three-fold during 2020, with certain brand usage up five times. QR codes on packaging allow customers to access safe virtual try-ons via mobile. L’Oréal’s new ModiFace virtual try-on technology was added to L’Oréal websites plus 25 distributor sites. Services are now live for 26 brands in 80 countries and can be accessed on L’Oréal websites, apps, or social media as well as point of sale and retailers.
Launch Site