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The story of L’Oréal CPD
L’Oréal, a global leader in the beauty industry, is renowned for its diverse brand portfolio and innovative products. To gain a deeper understanding of the evolving e-commerce landscape, L’Oréal Consumer Products Division (CPD) partnered with NielsenIQ for a comprehensive data-driven approach to navigate complex market dynamics and consumer behaviors.
Transforming Ecommerce strategy
NielsenIQ’s e-commerce solutions have given L’Oréal CPD comprehensive coverage of the omnichannel environment, which is becoming increasingly important for the beauty category. The collaboration began with a three-month pilot,during which 200 to 250 people at L’Oréal CPD started using it in various roles within the organization, including digital, e-commerce, activation, and brand roles. Before implementing NielsenIQ’s e-commerce solution, L’Oréal CPD attempted to manage with less effective, piecemeal solutions for e-commerce visibility. The comprehensive data from NielsenIQ’s tool allowed them to accurately read omnichannel trends and significantly improve their go-to-market strategy.
Gaining consumer and market insights
The NielsenIQ e-commerce solution brought three major improvements for L’Oréal CPD. First, it enabled the identification of significant trends across multiple markets, enhancing the effectiveness of global campaigns and programs. Second, the tool provided insights into actual consumer brand repertoires, revealing true competitors and allowing L’Oréal to better understand its mass portfolio. Third, the extensive e-retailer segmentation—covering over 400 beauty retailers—helped L’Oréal tailor their offers to specific retail touchpoints and manage campaigns more effectively.
A particularly notable feature is the consumer segmentation capability. This allowed L’Oréal CPD to segment consumers based on specific criteria and delve into their behaviors across market dynamics. This insight helped identify opportunities to expand reach, create more value, and leverage trends such as premiumization.
Achieving measurable results
Feedback on the usability of NielsenIQ’s platform has been overwhelmingly positive. The tool is praised for its intuitive and user-friendly design. The onboarding experience was described as one of the best, with responsive customer support, well-organized training sessions, and collaborative presentations and webinars.
L’Oréal CPD found the consumer switching data particularly valuable during a time when category lines are blurring and things are not clear. The insights provided by NielsenIQ’s e-commerce solution have been crucial for gaining more insight into consumer preferences and adapting to market changes.
Speaker
Emilia Simonin
Global Market and Business Intelligence Director L’Oréal Consumer Product Division
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