L’Oréal on Playing the Long Game - eMarketer
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eMarketer Interview

L’Oréal on Playing the Long Game

Preview from eMarketer PRO

An interview with

Yvahn Martin

Director, Ecommerce and Digital Marketing, Decléor and Carita, L’Oréal

Topics:

Interview summary

Even as the economy recovers, brands know they have to offer deep discounts to compete with digital marketplaces like Amazon. But can too many price cuts actually hurt a brand’s image in the long run? Yvahn Martin, director of ecommerce and digital marketing for L’Oréal’s Decléor and Carita brands, spoke with eMarketer’s Maria Minsker about relationship building in a tough economic climate.

Interview

eMarketer: L’Oréal is an industry veteran. What challenges does that present when it comes to using digital channels?

Yvahn Martin: I come from a background of having worked for a large retail company as well as a startup, and there’s a marked difference between the way the two approach digital. The former requires a complete restructuring of how the organization does business, while the latter was just born digital. Veteran companies have to take into consideration a new ecosystem of tools and learn how each of those tools can be applied to the business.