The beauty industry is one of the sectors benefiting most from the digital era. Beauty is one of the most discussed subjects online, and one of the top three Google search topics(1). Beauty tutorials have become a social phenomenon, and some are viewed hundreds of millions of times. Behind them are vloggers some of whom are even more influential than well-known personalities. Digital communications are radically changing consumers’ purchasing itineraries. Consumers now look for a multi-channel experience and relationship with their favourite brands, opening up new forms of direct contact between brands and their consumers.

L’Oréal is putting digital at the heart of its business model, since today it is at the heart of consumers’ lives. By adapting its marketing, media and distribution models to match the new opportunities opened up by the digital era, L’Oréal is reinforcing its competitive edge and its beauty market leadership. With a highly pragmatic “test-and-learn” approach, applied in hundreds of initiatives worldwide, the group is amassing practical know-how. We now roll out our best practices transversally across all brands and countries.

In 2015, L’Oréal’s brands embraced digital on every front as they continued to establish themselves as digital “love brands”. The results are impressive: our brands are building closer customer relationships and maximising their engagement with consumers. Digital media also enable our teams to pick up trends instantly and transform them into product innovations, as for instance with Gwang Cushion by L’ORÉAL PARIS. Digital communications underpin our brands in key launches, enabling them to reach out to consumers and generate buzz. One example is the campaign for Extreme Length by REDKEN.
And lastly, our brands are being rolled out in e-commerce, which is confirming its status as a promising channel that makes a significant contribution to the group’s sales growth.