Loreal 2015 Annual Report Download - page 48

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three Google search topics
(1). Beauty tutorials
have become a social phenomenon, and some are
viewed hundreds of millions of times. Consumers
now look for a multi-channel experience and rela-
tionship with their favourite brands, opening up
new forms of direct contact between brands and
their consumers.
AMPLIFYING THE EFFICIENCY OF OUR
BUSINESS MODEL IN THE DIGITAL ERA
By adapting its marketing, media and distribu-
tion models to match the new opportunities
opened up by the digital era, L’Oréal is reinforc-
ing its competitive edge and its beauty market
leadership. With a highly pragmatic “test-and-
learn” approach, applied in hundreds of initia-
tives worldwide, the group is amassing
practical know-how.
L’ORÉAL’S “LOVE BRANDS”
In 2015, L’Oréal’s brands embraced
digital on every front as they continued
to establish themselves as digital “love
brands”. The results are impressive:
our brands are building closer custom-
er relationships and maximising their
engagement with consumers. Digital
media also enable our teams to pick up
trends instantly and transform them
into product innovations.
Digital communications underpin our
brands in key launches, in order for
them to reach out to consumers and
generate buzz.
(1) Source: Google data.
BEAUTY AND DIGITAL:
THE PERFECT MATCH
The beauty industry is one of the sectors benefit-
ing most from the digital era. Beauty is one of the
most discussed subjects online, and one of the top
LUBOMIRA ROCHET
CHIEF DIGITAL OFFICER
L’Oréal is putting digital
at the heart of its business
model and is rolling out
its best practices across
brands and countries
DIGITAL
Digital amplifies
L’Oréal’s competitive
edge in the beauty market
EMPLOYEES WHO
ARE DIGITAL EXPERTS
MORE THAN
1,000 25.5%
NET MEDIA
SPENDING ON
DIGITAL
5.2%
DIGITAL SHARE OF
CONSOLIDATED SALES (1)
+37.9%
E-COMMERCE
SALESGROWTH
(1)
(1) Sales achieved on the brands’ own websites and estimated sales achieved by the brands on retailers’ websites (non-audited data).
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to watch the interview with Lubomira Rochet
46