How L’Oréal developed better content and customer experiences online

Consumers today engage with over a dozen different types of content before they make a purchase. Not only that, but they also demand personalized, sophisticated and visually appealing content they can respond to and learn from. New channels such as voice, virtual reality and augmented reality are creating new customer touchpoints that provide an opportunity for a two-way dialogue between consumers and marketers.

To keep up with the ever-evolving customer and channel needs, brands need to embrace always-on omnichannel content strategies and develop a huge number of content assets to reach audiences in the various platforms and channels they use. But managing this content and using it to its best purpose is still a struggle for many marketers.

Big global brands are not immune to this issue either. They are experiencing an explosion of content needs due to the proliferation of channels, content formats and customer journeys.

There are five key factors driving this content explosion:

1. The evolution and sophistication of e-commerce. Online retail saw an unprecedented surge during the pandemic, and although the sector has started readjusting itself to pre-pandemic levels, e-commerce is going to remain an integral part of most businesses.

2. The boom in social platforms. This requires marketers to develop and deliver content in different formats.

3. The complexification of the consumer journey. The variety of channels for interaction makes the customer journey unpredictable. It is never linear, because consumers grab information here and there, so content needs to be produced according to these needs.

4. The rise of personalization. Today customers have come to expect from brands responsive and personalized experiences that seamlessly merge the real and digital worlds.

5. The universalization of content. This ensures that content can be adapted based on the countries and regions in which a brand operates, and is key for converting customers into fans.

So, how can brands manage all this content at scale and deliver better digital customer experiences, making sure they adhere to all these factors? While the volume of content and channels can seem daunting, it can present marketers with endless opportunities to engage with customers and influence their purchase decision-making process. Let’s explore how the largest global cosmetic brand, L’Oréal, has reinvented the beauty experience through technology.

How L’Oréal scales innovation

Several years ago, L’Oréal embarked on a journey to enhance its e-commerce capabilities and digitize its in-person beauty interactions. The cosmetics giant started with a change in strategy, shifting from being product-focused to putting the customer at the heart of everything it does. Realizing the importance of its own assets, L’Oréal worked with Sitecore to develop a digital factory that focuses on delivering a consistent brand experience for the 1 billion consumers engaging with the company’s 400 different websites every day.

With such a diverse customer base, the brand is leveraging digital experience technology to adapt content to the unique customer needs and culture of each region. This way it can always be riding on top of the innovation wave—for example, embracing livestreaming, the latest trend in Asia. L’Oréal is using tools from its digital factory to navigate thousands of livestreams that present content relevant to customers in that region.

What’s next for the role of tech in beauty?

The brand’s vision for the future focuses on predictability and immersivity. It’s about not only providing the customer with the right product, but also about gathering as much knowledge as possible on skin and hair aging to provide them with the right care advice. For example, L’Oréal is using artificial intelligence to offer customers more ways to analyze and understand their needs and gain personalized recommendations for products and services.

To highlight the importance of having strong digital capabilities to create stand-out global experiences, L’Oréal has joined Sitecore for a co-branding campaign on delivering better content and better experiences.

“Our new co-branded ad campaign is our way of acknowledging the role Sitecore’s played in optimizing L’Oréal’s digital strategy on websites,” said Anne Guichard, head of digital programs at L’Oréal. “We have worked as one team with Sitecore to successfully propose the best content to our consumers, meaning millions of assets spread across 400 websites that are accessed by nearly one billion consumers.

“Sitecore technology has allowed L’Oréal to have a balance between a secure robust solution and the agility for 15 brands and 60 countries, providing the best level of beauty experience to all our consumers, all around the world.”