L’Oréal India designs a digital-first marketing strategy for the masses.
The beauty retailer began shifting into e-commerce well before the pandemic hit and investing heavily in content-rich social ads for its brands, stating that “the pandemic only accelerated the whole (digital) phenomenon.” and that one in five customers purchased beauty products online for the first time during the pandemic.
The brand, which is still fairly new to India, demonstrates the impact of digital drivers like e-tailer backing, strong content, and meeting the consumer where they are. As such, almost half ofL’Oréal India’s sales stem from from tier 2-3 cities (based on population), as digital and e-commerce capabilities have helped these people find brands faster than before.
But it’s not just about easy access. Advertising, too, has been especially focused on seamless e-commerce integration.L’Oréal India brands including Maybelline have implemented ads across platforms that direct to sophisticated landing pages that link to purchase on top platforms for purchasing beauty online in India including Nykaa, Flipkart, and Amazon. Not only were the landing pages easy for consumers to get to, they were also engaging, with features like video content, augmented reality try-on, and product listings with prices that are automatically updated in real time. AR capabilities ring especially important as virtual consultations quickly replace the makeup counter experience for leader brands in Gartner’s Digital IQ Index: Beauty.
Brands hoping to stay ahead of the curve should prioritize digital tools and virtual paths to purchase for a future that’s fit for the post-pandemic world.