With its newly appointed digital executive, Asmita Dubey, L’Oreal is revamping its strategy to
bring in more innovation. It is trying to explore how online games, augmented
reality and social media can help it reach new customers and demographics,
especially considering the increase in e-commerce transactions.
The cosmetics company encompasses several brands such as Lancôme,
Kiehl’s, La Roche-Posay, Garnier and
Maybelline New York. 3,000 out of its 85,400 employees are focussed on digital
initiatives. The firm is planning to generate 50% of its sales on the Web and
it is preparing for this with new projects such as online beauty tutorials.
Introduced last year, these allow its beauty advisers to apply make-up
virtually on prospective customers and to offer recommendations.
Now, it will be looking into online video gaming to
have a new avenue for consumer engagement and revenue. Considering that this
industry exceeds $300 billion, it seems to be a good idea to capitalise on it.
As such, 40 of the firm’s brand directors were brought together to participate
in a virtual workshop about online gaming to devise new strategies.
Moreover, L’Oreal
is focussing on augmented reality, since this tech allows users to virtually
try on different shades of makeup or hair colour by superimposing digital
content onto their face via a smartphone. The firm is developing more such
services for mobile phones.
Photo credit: brunamereu from Pixabay
L’Oreal is introducing new digital strategies
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