Technology at the service of beauty

After 2 years of digital publishing of the E-Commerce Brasil Forum, Marcelo Zimet, CEO of L’Oréal Brasil, opened the dialogue at the Martkeing and Sales Auditorium of the thirteenth version of the occasion. Zimet will start his speech by explaining how the e-commerce enterprise of main firms has grown throughout the Covid-19 pandemic. In locations the place individuals could not go away their houses to check out the merchandise, utilizing good design instruments, L’Oréal gave shoppers an opportunity to strive them on. strive digital companies. According to him, that is the essential secret of this model: it’s not a ravishing firm, however a technical abilities. Technology and the development of digital advertising have develop into vital in the world.

Marcelo Zimet, CEO of L’Oréal Brazil

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When describing the largest firm in the world, the CEO presents a brand new concept to the viewers, the concept of ​​a “unicornosaurus”. And he explains: “Even although L’Oréal is 113 years outdated and has billions of euros in income, it has an authentic spirit, it can not keep nonetheless”. With this, the speaker repeats the high quality of the group’s information and the work of sustainability in exploring the potential of the digital market. Since 2010, the firm has been specializing in digital and has adopted a journey in the direction of the development of this market. In 2014, e-commerce represented 2% of gross sales, in 2021 this quantity reached 29% and it’s anticipated that this quantity will attain 50% by 2030. “We are restoring the beauty of e-commerce by means of know-how”, Zimet scores.

Based on this background, the speaker directs his speech to the query “how does know-how have an effect on the work of L’Oréal?”. Meanwhile, he mentions some of the firm’s merchandise, resembling “experimenters” – already talked about above. The CEO factors out that, in the world, there’s 1 dermatologist for each 54,000 individuals. Because of this, know-how can be utilized to facilitate the assembly of professionals and shoppers. A dermatologist could be out there to shoppers throughout the buy course of and advocate the proper product for his or her pores and skin sort, for instance. Almost 1 billion individuals have already tried L’Oréal’s digital companies and the firm’s aim is to extend these numbers even additional.

Things to sit up for in the future

In the phrases of a foreigner, Brazil is the fourth largest market in the world, however the twentieth in phrases of the beauty of the Internet. There is lots of potential that must be explored. For this purpose, Zimet shares that this sort of technique is in the emotional reference to the client, in the concepts created by trusted individuals. In this sense, the features are as follows:

– Online promoting: utilizing platforms resembling WhatsApp to assist shoppers make purchases, both on the firm’s web site or by means of the platform itself;

– Social media: the creation of a social community, the place promoters can create their very own shops, promote and obtain companies. For Lancôme, gross sales of this sort already characterize 40% of the whole;

– Livestreaming: promoting merchandise throughout stay streaming;

– Digital companies: enhancing the purchasing expertise by guiding shoppers by means of the use of synthetic intelligence instruments. Brazil is number one in taking part in these companies.

Zimet additionally highlights L’Oréal’s sturdy e-commerce relationship with the metaverse, mentioning how the NYX model, which is one of the group’s manufacturers, has already entered this actuality. For him, a extremely built-in gaming setting, the place avatars could be custom-made in line with the gamers’ preferences, utilizing the character’s options, for instance, gives an enormous gross sales alternative. And he concludes: “The future of beauty is in know-how and e-commerce”.

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

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