Lubomira Rochet, Chief Digital Officer.
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Lubomira Rochet

Chief Digital Officer
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L’Oréal is continuing to accelerate its digital transformation, integrating digital into the heart of its business model to reinforce its competitive edge in the beauty market

Key figures Digital 2015

  • More than 1,000

    employees are digital experts
  • 25.5%

    of net media spending on digital
  • +37.9%

    E-commerce sales growth(1)
  • 5.2%

    Digital share of consolidated sales(1)

Digital media as a brand amplifier

The group’s digital acceleration transforms and amplifies the business model of L’Oréal’s brands: through the brands’ communications and positioning as well as the close relationships they are developing with their consumers. Many of the group’s brands are already “love brands”. Here is a recap of some of the major successes of 2015.
  • Chinese campaign for Makeup Genius by L’Oréal Paris.
  • Screenshot of the L’Oréal Paris website in China in the colours of Gwang Cushion.
  • Screenshot of the website in Turkey.
  • Augmented beauty by L’ORÉAL PARIS

    The incredible synergy of beauty and digital
    The digital strategy of L’ORÉAL PARIS adds value to innovations by identifying trends via Internet monitoring, enables digital beauty services such as the Makeup Genius app, and creates an even closer relationship with consumers through highly influential brand ambassadors with millions of fans on social networks.
  • Gwang Cushion by L’ORÉAL PARIS

    Success inspired by social networks
    The story behind one of the top foundation launches in Asia: a trend passed on by make-up fans who had adopted the Korean word “Gwang” to describe their ideal complexion. In response, L’ORÉAL PARIS developed a high-quality product that delivers the desired look, and stimulated online conversations by calling it Gwang Cushion.
  • in Turkey

    An online make-up guide
    In a market where digital lifestyles have really taken hold, L’Oréal launched a content platform focused on make-up and trends. To seduce consumers eager for tutorials, the group teamed up with the country’s star YouTube vloggers. The site has swiftly become a firm favourite with Turkish women asking make-up questions or looking for inspiration.
Young women browsing on a tablet at a café in Turkey.

The potential
of e-commerce

L’Oréal is taking advantage of the huge potential of this new distribution channel thanks to a strategy tailored to the specifics and different practices of each market, and to strong partnerships with e-commerce players. Take a closer look at advances made in e-commerce in 2015.
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Digital campaign for the launch of the Black Opium fragrance by Yves Saint Laurent Beauty.

Targeted marketing for greater efficiency

To contact potential consumers in a personalised way, at the right time and in the right place, L’Oréal is developing precision advertising. Programmatic technologies enable the group to target consumers according to their interests, to optimise advertising campaigns in real time, and to measure their results with a host of key indicators. Precision marketing played a major role in more and more launches, such as the launch of the Black Opium fragrance by YVES SAINT LAURENT in the United States.
(1) Sales achieved on the brands’ own websites and estimated sales achieved by the brands corresponding to sales through retailers’ websites (non-audited data).