The future of retail, as seen from the makeup counter

The Financial Times recently posted an excellent exploration of L’Oreal’s digital future, and the changes the company has seen due to the pandemic.

“In ecommerce,” said Chief Digital Officer Lubomira Rochet, “we achieved in eight weeks what it would have otherwise taken us three years to do.”

The cosmetics company had already embraced digital tactics for marketing and product exploration that replicate the experience of visiting a store’s make-up counter. Now, it is forecasting a world where 50% of its sales come from ecommerce, up from 20%, and a large majority of customer contacts occur online.

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