10 Ways L’Oréal Revolutionised Content and Customer Experiences Online

Did you know that consumers engage with more than a dozen different types of content before making a purchase? Today, people demand personalised, sophisticated, and visually appealing content they can respond to and learn from. New channels like voice, virtual reality, and augmented reality are creating new customer touchpoints, providing an opportunity for two-way dialogue between consumers and marketers.

To stay ahead in this rapidly changing landscape, brands must embrace always-on omnichannel content strategies and develop a massive number of content assets to reach audiences across various platforms and channels. However, managing this content and using it effectively is still a struggle for many marketers—even for big global brands.

In this article, we’ll explore how L’Oréal, the world’s largest cosmetics brand, has reinvented the beauty experience through technology. We’ll also share some lessons that can be applied to other industries.

• Embracing E-commerce Evolution: L’Oréal shifted its strategy from being product-focused to putting the customer at the heart of everything it does. In partnership with Sitecore, they developed a digital factory that delivers consistent brand experiences for the 1 billion consumers engaging with the company’s 400 different websites daily.
• Riding the Wave of Social Platform Boom: L’Oréal is leveraging digital experience technology to adapt content to each region’s unique needs and culture. For example, they embrace live streaming, the latest trend in Asia, to present relevant content to customers.
• Navigating Complex Consumer Journeys: L’Oréal uses artificial intelligence to offer customers personalised recommendations for products and services, understanding that customer journeys are no longer linear but rather unpredictable.
• Merging Real and Digital Worlds: L’Oréal focuses on providing responsive and personalised experiences that seamlessly merge real and digital worlds. This includes partnering with Sitecore for a co-branding campaign to deliver better content and better experiences.
• Providing High-End Tailored Customer Service: Luxury brands like L’Oréal extend their unique in-store experiences to the internet by offering 24/7 exclusive customer service, ensuring that any call is promptly answered and queries are replied to almost instantly.
• Adopting Immersive and Innovative Experiences: Luxury brands like L’Oréal are venturing into immersive experiences to engage their online customers. For instance, brands can create interactive online experiences such as augmented reality try-on features or virtual consultations, which bring the in-store experience to the digital world. This helps customers feel more connected to the brand and its products.