Here’s Why L’Oreal’s Digital Progress Places It Way Ahead Of Its Peers

by Trefis Team
+6.17%
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Market
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L'Oreal
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L’Oreal’s digital initiatives places it way ahead of its peers. In early 2016, L’Oréal chalked out a plan for a large scale expansion of its online media as the company predicts that the importance of eCommerce will increase in the future. L’Oreal has stuck to its promise and how! We believe being the forerunner on the digital front will help L’Oreal’s market share to be boosted in each of its segments in the future.

The company is making some digital upgrades or another almost on a monthly basis. Some of its recent initiatives are:

  • In September, L’Oreal Paris roped in five of the most influential YouTube beauty vloggers from the UK who together have a combined reach of around 5.5 million viewers. These five vloggers (“video bloggers”) will join forces with the brand’s global digital influencer, Kristina Bazaan, to help maintain L’Oreal Paris’ position as the ‘go-to digital beauty brand.’
  • L’Oreal entered into a global alliance with augmented reality app company Modiface to launch several beauty apps.
  • It also became the second beauty brand to introduce an emoji keyboard dedicated for the usage of its beauty users. It is also the first company to offer a make-lens on Snapchat.
  • L’Oreal has recently launched a promotion where just like the dating app Tinder, customers can swipe right and select their products.
  • It has also launched itself on the messaging app Kik to drive its mobile sales through more digitally oriented users.
  • Earlier in the year, L’Oreal introduced a stretchable skin sensor designed to monitor ultraviolet light exposure via a wearable called My UV Patch. This technology is expected to be rolled out later this year under the company’s dermatological skincare brand, La Roche-Posay.
  • In May 2016, L’Oreal announced a partnership with Founders Factory, a global digital and incubator based in London. The exclusive partnership will enable the companies to invest in Beauty tech startups across the world along with the opportunity to co-create two new companies every year.
  • The company also opened its first digital store in Paris in 2015, which help customer access Sephora’s online range through digital features.

We expect L’Oreal’s global market share in each of its hair care, skincare, fragrance, and makeup segments to significantly expand, as L’Oreal keeps capturing more beauty users through its ever rising digital presence.

Have more questions on L’Oreal? See the links below.

Notes:

1) The purpose of these analyses is to help readers focus on a few important things. We hope such lean communication sparks thinking, and encourages readers to comment and ask questions on the comment section, or email content@trefis.com
2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for L’Oreal
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