Using digital technologies to build closer relationships

The Active Cosmetics teams are capitalising on L’Oréal’s digital advances to strengthen their relationship with healthcare professionals, who lie at the heart of the Division’s business model. With its strong acceleration in e-commerce, the Division is taking full advantage of the digital transformation.
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Hand-in-hand with healthcare professionals

Faced with the many difficulties related to lockdowns around the world, the Active Cosmetics Division teams demonstrated their ability to adapt quickly by transforming their relationship with healthcare professionals including dermatologists, pharmacists and distributors. Several alternatives were rolled out to replace face-to-face visits and maintain ties with these partners to keep them up to date with scientific news and product launches. Visits moved to new remote formats thanks to online collaboration platform Microsoft Teams, messaging apps like WeChat in China, and webinars. This new hybrid approach blending online and offline contact strengthened the Division’s relationship with its stakeholders. In fact, the number of people it reached increased significantly: through webinars and digital events, the Division connected with over 250,000 doctors in 2020. 

Conferences go digital

The major international dermatology conferences, which typically bring together thousands of participants and speakers, were also completely reinvented to respect public health measures. But organisers managed to turn the constraint into an opportunity using a new digital format that offered easier access, saved time, reduced travel and accommodation costs, enabled the events to reach more people via the internet and social networks, and generated economies of scale since the digital platforms can also be used for future events. For example, the American Academy of Dermatology conference was fully digital this year. At the European Academy of Dermatology and Venereology, La Roche-Posay created a virtual stand that immersed participants in the ocean and the world of the microbiome  to showcase Anthelios Crème Solaire Fluide Invisible, Effaclar Duo+ and Lipikar Baume AP+M.

Accelerating e-commerce

Another major asset for the Active Cosmetics Division is having its e-commerce sales underpinned by a model that strikes a balance between pure players , e-retailers  and distribution via its brands’ own sites. The Division’s investments in digital technologies and e-commerce over the past few years contributed heavily to the distribution channel’s success. It now represents 29% of the Division’s sales. 

Marc Toulemonde, Chief Digital & Marketing Officer, L'Oréal USA, explains the main reasons behind the success of the Division’s brands in the United States.

The United States is the Active Cosmetics Division’s number one market, and sales growth there was spectacular. This success was spearheaded by the Division’s American brands: SkinCeuticals, the number one global brand in aesthetic medicine , and CeraVe, the leading moisturising brand recommended by dermatologists in the United States  and the first dermocosmetics brand to be distributed by Amazon . The partnership the Division developed with this pure player also helped consumers learn about and purchase La Roche-Posay and Vichy products, thanks to an option to purchase based on category or type of skin condition.  

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