L’ORÉAL LUXE’s mission is to offer its customers the best products and experiences from exceptional brands. It has a portfolio of 26 brands, 17 of which are global, including aspirational brands such as Lancôme, Valentino and Giorgio Armani.
In 2019, L’ORÉAL LUXE launched a new, centralised European direct-to-consumer model with the brand
Armani Beauty. This centralised model was replicated in 2021 with the brands
Helena Rubinstein and
Valentino Beauty. Products from these brands are sold across nine markets. The feeds are personalised and localised with translations. There are eleven catalogues per brand which are distributed across four different
marketing platforms (mainly on
Google Shopping, but also across
Pinterest, Facebook and
Instagram). The volume of data to be processed is huge and there can be up to 1,000 products per price book.
Lengow helps L’ORÉAL LUXE to optimise its global strategy and improve its conversion rate, sales and overall revenues. This collaboration has met three short-term priority needs:
- Guaranteed feed optimisation and compliance with the respective channels; quick product launches
- Optimised content via Lengow’s Additional Sources
- Customised and segmented feeds
Thanks to Lengow,
L'ORÉAL LUXE has boosted AOV by 20% and +80% turnover on Google Shopping. Find out more by downloading the full Google Shopping case study: