Meanwhile, more-established brand L'Oréal has leveraged D2C to personalize products through its Technology Incubator—an effort dedicated to developing innovative beauty tech and experiences. It’s important to note that data and analytics are just one component of D2C’s success; brand identity is another.

Retail ecommerce sales in Western Europe rose by 26.3% in 2020, to €481.54 billion ($539.18 billion). The pandemic is fueling other shifts in the retail landscape, too, such as a greater focus on buying local.

L'Oréal experienced a 40% rise in conversations with consumers on messaging apps, topping 60 million interactions in 2020, chief digital officer Lubomira Rochet said in a December 2020 Business Insider interview.

The video was shot on a smartphone by Longoria, a longtime L’Oréal brand ambassador, in her bathroom and featured her coloring her own gray roots. The video was eventually turned into a national TV spot. At the time of this writing, most influencers are no longer housebound, but it’s still not business as usual, with many restaurants and attractions operating at limited capacity.

L'Oréal: In an unusual example of AR on the desktop, rather than on mobile, the beauty marketer created eight branded Lenses that Snap Camera app users could try on and use while on video calls. The Lenses featured brands like Garnier, L'Oréal and Maybelline, and products for haircare, makeup and skincare. The company has been active in AR on Snapchat since it first launched Lens advertising in 2016.

The video was shot on a smartphone by Longoria, a longtime L'Oréal brand ambassador, in her bathroom and featured her coloring her own gray roots. The video was eventually turned into a national TV spot. Without the pandemic, it’s less likely that we would have gotten such a close look inside Longoria’s home and personal beauty regime, especially on national TV.

The only other CPG firm to rank in Kantar’s top 10 was L’Oréal, which came in at No. 9. (It’s worth noting that these Kantar figures are for total media ad spend. While total media ad spend includes digital advertising, it is more encompassing and features other channels like TV and outdoor ads.). Digital Ad Spending by Device.

According to Doudou Li, head of digital and data for Team L’Oréal at Mindshare, China still has more branding compared with performance campaigns—a trend that will hold true throughout the forecast period. Ongoing issues with invalid traffic and brand safety.

In a January 2020 article in ad trade publication The Drum, makeup company L’Oréal said that this year it plans to bring on more microinfluencers—people with smaller social media followings—to supplement its work with top influencers who have followings in the millions.

Companies are already increasingly pulling their advertising in-house: Some examples include L'Oreal, which has taken a partially in-house and partially managed approach, and PepsiCo.

Companies like Maybelline or L'Oréal could find a person who meets their demographic and is influential in the YouTube makeup community, and then have them do a "Get Ready With Me" video, showing the products they were using. It’s best if it’s a mix between the brand’s products and other people's, so it’s not just a commercial.

Hundreds of brands with millions of products use Salsify, including Coca Cola, 3M, L’Oreal, Lego, and GSK. Ezra Palmer is executive producer of multimedia at eMarketer. He moderates eMarketer Live’s Tech Talk Tuesday and Analyst webinar programs, and is a frequent guest on eMarketer’s Behind the Numbers podcast series.

Other products included the App-Elles, a colorful GPS-enabled wristband and app that lets users press a panic button to summon emergency help; the L’Oreal My Skin Track pH prototype skincare patch that monitors skin conditions via sweat and can make product recommendations; the Music: Not Impossible wrist- and ankle-band system that helps deaf users experience music through vibrations; the Quell 2.0 pain-relief