Technology fosters transparency and traceability
To strengthen our trust-based relationship with consumers, transparency is crucial at every stage in the value chain. In 2021, L’Oréal accelerated its roll-out of traceability systems, with Operations leading the way.
“Augmented” products: a connected solution to meet consumer expectations
Today’s consumers want access to transparent information about product manufacturing, transport, the sourcing and quality of ingredients, sustainability and more. They also want support during the purchasing experience through initiatives such as beauty advice, pro tips, virtual try-ons and loyalty programmes. To meet consumers’ threefold expectations—traceability, transparency and support—L’Oréal has started to make a lot of useful information available through its products. These “augmented” products are also an opportunity for L’Oréal to share its commitments and values, like quality and responsibility. The “augmented” product revolution is underpinned by a series of technological innovations. Operations contribute actively by implementing these innovations across the entire value chain, from the printing of QR codes by packaging suppliers to end use by consumers.
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Conclusive tests and rapid roll-out
At every step in the product manufacturing and delivery process, information is gathered and stored on a platform consumers can access. They can scan the QR code on packaging to find out where the product was made, see an exhaustive list of ingredients and their origin, and check the quality control certificates issued during manufacturing.
Access to traceability and transparency information has been very popular with consumers. For example, those who purchased a pilot “augmented” product by La Roche-Posay spent four to five times more time on the brand’s website than they did with a non-augmented product.
In 2021, 19 brands from L’Oréal’s four Divisions launched this ambitious project, and eight of them began roll-out by the end of the year: Yves Saint Laurent, Biotherm, Garnier, L’Oréal Paris, L’Oréal Professionnel, Kérastase, La Roche-Posay and Vichy.
