Technology in the service of beauty

After 2 years of digital editions of the eCommerce Brazil Forum, Marcelo Zimet, CEO L’Oréal Brasil, opened the discussions in the Martkeing and Sales Auditorium of the thirteenth version of the occasion. Zimet begins his speech by stating how his firm’s e-commerce has advanced throughout the Covid-19 pandemic. In a context the place individuals couldn’t go away their properties to check merchandise, utilizing synthetic intelligence instruments, L’Oréal provided shoppers: testing of digital providers. According to him, that is the large strategic key of the model: it’s not a beauty firm, however a beauty tech. Technology and bettering digital gross sales have been a significant focus for the multinational.

Marcelo Zimet, CEO of L’Oréal Brazil

Innovate as a aim

In defining the world’s largest beauty firm, the CEO introduces a brand new idea to the viewers: the idea of a “unicorn”. And he explains: “despite the fact that L’Oréal is 113 years previous and has billions of euros in income, it has the spirit of a startup, it may possibly’t stand nonetheless.” With this, the speaker reaffirms the group’s revolutionary nature and fixed work in the direction of discovering the potential of the digital market. Since 2010, the firm has been working with a give attention to digital and is steadily heading in the direction of the progress of this market. In 2014, e-commerce accounted for two% of gross sales, in 2021 that quantity rose to 29%, and by 2030 that quantity is anticipated to succeed in 50%. “We’re reinventing the beauty expertise in e-commerce via know-how,” notes Zimet. .

Based on this background, the speaker then focuses his speech on the query “how does know-how have an effect on the work of L’Oréal?” At the second, he mentions some of the firm’s tasks, comparable to the “digital exams” talked about above. The government director attracts consideration to the truth that there’s 1 dermatologist for each 54 thousand individuals in the world. Given this state of affairs, know-how can be utilized to facilitate the assembly of specialists with shoppers. A dermatologist could be out there to the client at the time of buy and advocate, for instance, merchandise appropriate for the pores and skin kind. An estimated 1 billion individuals have already tried L’Oréal’s digital providers, and the firm goals to broaden these numbers even additional.

What to count on from the future?

According to the visitor, Brazil is the fourth largest beauty market in the world, however the twentieth in phrases of on-line beauty. Rather a lot of potential stays to be explored. For this, Zimet shares that the model technique is in the emotional reference to the client, in the suggestion given by trusted individuals. In this regard, the fronts of motion are as follows.

– Spoken commerce. utilizing platforms comparable to WhatsApp to assist shoppers full their purchases, both on the firm’s web site or via the messaging platform itself;

– Social commerce. making a social platform the place influencers can create their very own shops, promote and earn fee. For Lancôme, this kind of gross sales already accounts for 40% of the complete;

– Live streaming: promoting merchandise throughout dwell streaming.

– Digital providers. Enriching the buying expertise by guiding shoppers via synthetic intelligence instruments. Brazil is #1 in the engagement of these providers.

Zimet additionally highlights L’Oréal’s robust e-commerce relationship with the metaverse, citing how the NYX model, one of the conglomerate’s acquisitions, has already entered this digital actuality. For him, a extra inclusive gaming universe, the place avatars could be custom-made to a participant’s preferences utilizing branded make-up, for instance, gives large gross sales alternatives. And he concludes: “The future of beauty is in know-how, and e-commerce is in expertise.”

By Miréia Figueiredo for particular protection of E-Commerce Brazil Forum 2022.

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