L’Oréal’s leader digital officer tells Sophie Curtis how innovations in generation are impacting the beauty enterprise
Generation and beauty might also look like not likely bedfellows, as most of the people like to odor a fragrance or try on a lipstick before making a buy, however L’Oréal, the biggest cosmetics and beauty business enterprise in the international, believes they are a super fit.
Over the past few years, the company has gone through a prime digital transformation, investing 15.7pc of its 2014 global media spend in digital. E-trade accounted for 3.5pc of its turnover for the duration of the length, and the organization has launched various digital projects to assist power sales and loyalty throughout its manufacturers.
“digital is surely transformative in the way groups operate these days. It has a large impact on business, it has a big impact at the way you interface with purchasers, but you need to have the full assist of the executive committee and of the CEO,” said Lubomira Rochet, L’Oréal’s leader virtual officer.
“It’s a question of investment; it’s a query of expertise; and digital is hot right now – it’s treasured, there’s plenty of turnover – so that you should recruit them, retain them, lead them to dream about your employer. It really is honestly vital.”
Ms Rochet is a French-Bulgarian countrywide, economist by way of education and graduate of the Ecole Normale Supérieure, Sciences Po Paris and college of Europe in Bruges. The function of leader digital officer was created for her, after she labored on a project for L’Oréal while at virtual marketing employer Valtech, wherein she became deputy leader govt.
Above: Lubomira Rochet, chief virtual officer at L’Oréal
As a younger lady she had her coronary heart set on turning into a ecu civil servant, but after moving to San Francisco to examine at Berkeley, she become seduced by the Silicon Valley lifestyle.
“i used to be this Bulgarian lady, grown up in France, wanting to head and work inside the ecu commission, after which all at once I met those guys, 18 years antique, elevating tens of millions for loopy thoughts, sporting turn flops in the office. All this environment truly involved me,” she stated.
Ms Rochet ended up getting a process as director of method and development at IT offerings employer Capgemini in 2003. Five years later she joined Microsoft to manipulate its relationships with begin-united states of americaand the innovation atmosphere, through its BizSpark initiative, and two years after that she moved to Valtech.
Ms Rochet joined L’Oréal in 2014. In addition to spearheading the compay’s digital transformation, she is also a member of the government committee, which she claims has without a doubt helped her drive domestic the significance of virtual during the distinctive manufacturers.
“Many groups have leader virtual officers, however frequently they may be no longer located on the govt committee,” she stated. “We idea it changed into an excellent way to actually accelerate the transformation and to embed digital in all of the visions, brands, united states of america zones, and also functions in L’Oreal, because we trust it’s simply a transversal sport changer.”
since her appointment, Ms Rochet has been concerned in rolling out a large range of digital initiatives across L’Oréal’s 32 international manufacturers, spanning the areas of content marketing, personalisation and facts, and e-trade.
L’Oréal Paris has launched a splendor app known as makeup Genius that transforms the the front-facing digicam of an iPhone or iPad into a digital replicate where customers can ‘try on’ products clearly. The app makes use of superior facial mapping technology that has formerly handiest been used in Hollywood and within the gaming industry to overlay merchandise like lipstick and eyeliner onto the person’s face.
Above: the makeup Genius app from L’Oréal Paris
The app has been a massive global achievement, with over 11 million downloads. The business enterprise is now hoping to convey out versions for hair coloration, hair stying and skin care.
Meanwhile, professional makeup artist Lisa Eldridge has been appointed creative director for make-up at Lancôme. Ms Eldridge, who has a big social media following, engages her 239,000 Instagram fans and 1 million YouTube followers in the technique of creating products and collections for the logo.
American makeup logo Nyx, which become acquired by L’Oréal in 2014 and relaunched in the united kingdom in advance this yr, relies totally on virtual media for its marketing. Using social networks and grassroots campaigns, it has grow to be one of the fastest growing shade cosmetics brands within the united states of america.
Nyx runs a web makeup artistry opposition on Instagram referred to as the Face Awards, where entrants are invited to complete a series of technical demanding situations thru the medium of 15-2d movies. The winner is crowned ‘splendor Vlogger of the 12 months’, receiving a £10,000 cash prize.
Someplace else, L’Oréal manufacturers that sell merchandise for sensitive or intricate pores and skin, which include Vichy and la Roche Posay, had been the usage of live chat to assist guide purchasers at the first-class products for their pores and skin issues. Those manufacturers also offer on line skin care diagnostics, and customers can seek advice from dermatologists on their specific issues.
“we’re forever listening and looking what’s taking place out there, and we’re trying out loads of things,” stated Ms Rochet.
“proper now we’re very interested in the whole thing to do with video, like Periscope and Twicer; the whole thing that hyperlinks to instant Messaging, so we’ve masses of experiments going on with WhatsApp for instance; and then all of the new social networks which might be arising. We did an splendid experiment with Pinterest within the US, the usage of branded pins.”
Above: L’Oréal brand YSL beaute used Google Glass to seize make-up classes on video
She sees digital as being valuable to L’Oréal’s evolution. In the destiny, she said, the makeup Genius technology can be integrated into rest room mirrors, giving users get right of entry to to regular training and recommendation from splendor experts of their houses.
There may also be progressed sensors that will measure life-style habits, pores and skin tone, dozing patterns, pressure, interest, pollution and solar publicity, and combine all this facts to offer clients personalized beauty recommendation.
L’Oréal is currently working with the college of Illinois on bendy wearable electronics, designed to collect and transmit data from the frame, and has also partnered with bioprinting begin-up Organovo to examine the potential of 3-d-published pores and skin production to check merchandise for toxicity and efficacy.
“there may be a any such large providing in beauty that sometime humans will have hassle detecting the right skin care product, the right tone for a basis, the proper colour for lipstick or their hair, and it’s in reality our role as a pacesetter in industry to offer them with those offerings,” she said.
Meanwhile, L’Oréal is the usage of information and analytics to help identify beauty traits early. Ms Rochet gave the example of dip-dyed hair, which emerged as a seek time period on Google traits long before it became a popular fashion.
“We could see the figures develop and we idea, maybe there’s something there. So we created a full product called Préférence Les Ombrés and it bought 50m in the first two years,” she said.
Above: Google tendencies enabled L’Oréal to see the dip-dyed hair trend coming
but, Ms Rochet admits that beauty is as a whole lot an art as a technology, and private recommendations from friends, in addition to recommendation from splendor assistants, dermatologists and hairdressers will maintain to play an vital role, alongside virtual innovations.
“not anything replaces a first rate occasion in which you can connect to different splendor junkies and other makeup addicts, after which of path they will take plenty of pix and put them on Instagram, so it works both ways,” she said. “So for me online and offline aren’t contrary in any respect, they may be complimentary.”