L’Oréal’s data-driven marketing enables personalization so consumers can explore their unique beauty. Hear from L’Oréal’s chief digital and marketing officer about how the company is effectively using multichannel marketing to enhance engagement, drive conversion, and create consumer loyalty.

In the UK, where TikTok offers more integrated commerce features like livestream shopping, L’Oréal became the first company to launch an official ecommerce campaign around the viral #TikTokMadeMeBuyIt hashtag (12.8 billion views). Users can make in-app purchases of curated beauty boxes put together by creators from L’Oréal’s brands.

L’Oréal Groupe’s Asmita Dubey. Klarna’s David Sandström.

L’Oréal Groupe’s Asmita Dubey. Klarna’s David Sandström.

L’Oréal Groupe embraces data-driven marketing to personalize beauty experiences. 3M evolved to prioritize human-to-human experiences in a B2B environment. Kellogg Company leans into a value exchange when asking for consumers’ data. If not a subscriber to Insider Intelligence, download this complimentary Report, “Industry Insights: CMOs Look Ahead.”.

That can be extremely powerful if it's internalized in these larger structures and corporations like L’Oreal. That is the golden ticket to changing the shape of Black business—investing from a supply chain side with minority-owned businesses.

In digital audio, the company tests and learns from programs for its internal brands and ultimately rolls out media buys for its brand partners, like L'Oréal, for its media business.

L'Oréal Ecommerce Pilot. In June, L'Oréal partnered with TikTok for a test of its new ecommerce tools. TikTok users are now able to purchase products directly from the UK accounts of two L'Oréal-owned brands: Garnier and Nyx Cosmetics. According to Digiday, products are available for purchase through short videos, livestream sessions, and listings on the brand’s homepages.

In December 2021, TikTok hosted its first live shopping event “On Trend” in the UK, featuring a slew of celebrities and creators with products for sale from brands like L’Oréal and nutribullet. It’s only a matter of time before TikTok hosts similar events in the US. Live shopping experiences with multiple brands and products are already common in China. TikTok is leaning in hard to livestreaming.

For example, L’Oréal saw double-digit increases in purchase intent, awareness, and brand recall from its yearlong branding strategy on Mercado Libre. Leverage Retailers’ First-Party Data to Deliver More Personalized Ads. As consumers in Latin America face a daily barrage of product offers and promotions, brands will come under increasing pressure to attract, convert, and retain digital buyers in 2022.

In December 2021, TikTok hosted its first live shopping event, “On Trend” in the UK, featuring a slew of celebrities and creators with products for sale from brands like L’Oréal and nutribullet. In 2022, more brand-sponsored livestreams will take place on TikTok.

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.

Large CPG conglomerates like Procter & Gamble and L’Oréal are getting sharper elbows as they compete for the digital shelf. This heightened competition is driving Amazon’s ad prices up and accelerating the growth of its ad business.

Virtual try-on: Facebook is piloting two APIs with AR and AI beauty technology platforms ModiFace (a L’Oréal company) and Perfect Corp. that allow brands to directly import 3D assets to its platform, and then integrate them into try-on experiences in Facebook Shops, Instagram Shops, or AR ads.

It even experimented with a lipstick try-on feature with L’Oréal in 2019. The hair salon is just one more sign that Amazon is getting serious about using AR for shopping. And Amazon’s investments in AR are certain to push adoption even higher. It’s not clear yet how or when Amazon plans to integrate AR into its platform—at least beyond the small experiments it’s done with furniture and makeup.

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.

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.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.