In 2015, online shopping will account for 15% of L’Oréal China’s sales. Discover the strategy the world’s leading beauty group has adopted to make its mark in Chinese e-commerce.
What do multinationals need to do to sell effectively online? Erik Campanini, partner at BearingPoint and e-commerce expert, offers some answers.
L’Oréal dominates the online beauty market, enjoying 40% annual growth – twice the sector average – and heading for 2015 revenues of $1 billion. Antoine Borde, L’Oréal’s digital acceleration programme Director, unpicks the e-commerce strategy followed by the world’s number-one cosmetics company.