An omnichannel strategy: bringing "phygital" beauty

The consumer journey unfolds both at online and offline points of sale. L’Oréal is now innovating with a variety of ways to enable consumers to buy beauty everywhere and anywhere, seamlessly integrating offline and online paths.

Exploring new business models through online and offline social commerce

Online activities and social commerce activations are key for the Group’s brands, and this is namely the case for L’Oréal’s Professional Products Division. For instance, when consumers visit salons, they can simply scan a QR code to take advantage of a selection of premium services and buy products. In India and Brazil, social commerce enables salons and stylists to seamlessly connect with consumers online as well as offline. Through the acceleration of the digitalisation of salons in these two countries in 2021, hair professionals were able to offer a full range of both products and services in a click, strengthening and accelerating the connection with consumers. 

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Innovating and integrating across online and offline channels

Online shoppers enjoy a wide variety of products and services with convenient purchasing options. In stores, they can see, touch and feel products, and get recommendations from beauty advisors. Many of L’Oréal’s brands use this complementary combination of online and offline channels. For example, the Maybelline New York brand developed an AI-based Shade Finder device in partnership with e-commerce platform Tmall in China, and now offers virtual makeup try-ons and personalised beauty tips. Lancôme has meanwhile enhanced its range of in-store fragrance testing with an interactive perfume dispenser. Each outstanding “phygital” experience has been achieved thanks to the brands’ ability to stay on the cutting edge of digital innovation. 

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“Augmented” products building trust-based relationships

L’Oréal brands are also creating a “digital match” for their products thanks to “augmented” products featuring an embedded QR code. By scanning this code with their mobile, consumers can access useful information, look at product impact labelling and try digital services. Using this technology on product packaging provides an always-on channel for engaging, trustable information and services which foster conversion and loyalty. This approach helps build long-term trust-based relationships with consumers, combining the best of the online and offline worlds.