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Sharma Guness
Introduction
E-commerce has passed the 2 billion euro mark, representing 8% of the Group’s
revenues. Growing at more than 30% year-on-year, it significantly contributed to
the Group’s growth benefiting from the rise in online shopping
China, the US, Korea and the UK are leading the way in this new channel and
both L’Oreal’s luxury and active Cosmetics Divisions are now over 10% of their
revenues in ecommerce
As L’Oreal’s consumers are increasingly and massively connecting with its brands
online, L’Oreal’s marketing is shifting towards a “digital-first” approach.
Assignment Explained: L’Oreal
With more than 38% of its media invested into digital platforms, L’oreal’s
massive 1 billion audience on its websites and close to 250 million followers
on their social networks, the contents need to be adapted to the new creative
digital platforms.
Today’s consumers crave for ultra-short, impactful, animated contents.
TASK 2 – The next section of your report should provide a critical assessment of
L’Oreal’s business by comparing an contrasting it’s digital presence versus its
stores presence.
TASK 3 – Additionally, you are required to provide a plan for organising digital
marketing activities to support L'Oreal's initiatives of building multi-channel
capabilities in:
(a) its luxury cosmetics division, and
(b) its active cosmetics division.
Task 4 - Based on your plan for task 3, you are finally required to provide key
methods you will use to evaluate, monitor and measure the digital marketing
effectiveness of your recommended activities.