L’Oréal has been an early adopter in leveraging digital channels as a key component of its global strategy. Not only is L’Oréal’s target demographic generally more predisposed to digital research, purchase and content sharing, but with so many iconic marque’s, driving brand equity is crucial in an increasingly competitive and fragmented category.
However, with over 10,000 products across a diversity of health and beauty categories, managing product information for a business the size of L’Oréal Australia is a real challenge. This is compounded by the plethora of channels and organisations needing to receive this product content efficiently and in a timely way.
“Digital execution is a key component of L’Oréal’s global strategy. It is essential that we work with partners who can help us deliver on our digital objectives for us to achieve our broader goals. We have worked with SKUvantage and the SKUlibrary platform for over 5 years and this has been a critical factor in our success.”