Retail

As a mass market beauty brand, the future of consumer behaviour and mass retail experience is closely linked with our own destiny.

To future-proof our brand it’s crucial we co-construct and evolve what the future of retail looks like with our partners in mass retail. The industry is seeing seismic shifts from physical to digital, from mass retailing to self-service. Creating more shopper experiences is now a key part of our strategy.

Access to the shelf through visible POS displays, a precise colour coding to signpost categories, the battle for shelf product positioning and creating best in class merchandising stands, are all strategic key points for business growth. The second direction we need to take with retail is self-service.

Our virtual try-on platforms are perfect opportunities to bring more experiential value into the consumer journey as we navigate them to our shelves. Several markets have already created Pop- up Stores, such as China, opening La Maison L’Oréal Paris last year. These pioneering retail activations are key tools in mastering the new dynamics of consumer engagement.

As L’Oréal Paris evolves into a more consumer centric brand, e-commerce plays an ever increasing, strategic key role.

The evolution goes far beyond the perfect content activation, educating and guiding users to purchase, but also to deliver the most innovative online offering using the most advanced and efficient behaviours. The brand is reinventing itself from the inside out, addressing consumers needs by improving the way products are created, shipped and delivered, ensuring a seamless consumer experience.

All these efforts are combined with the strength and expertise of the local supply and commercial teams, who are instrumental in building the brand image on crucial e-commerce platforms and driving strong business growth.