L’Oréal Is Making Profits from E-Commerce
- Frank Yu
- Nov 27, 2020
- 2 min read
Updated: Jan 12, 2021
L’Oréal, a leading brand in the beauty industry, was not crippled by the pandemic of Covid-19; instead, it adopted the strategy of “conversational commerce” and made a one-mouth sale within 24 hours in an online activity.
L’Oréal in the Pandemic
During the pandemic of Covid-19, L’Oréal had no choice but changing its focus to e-commerce because customers could not go shopping during the days of lockdown. Fortunately, the company has already started its online business five years ago and it has gained more experiences than its counterparts that have no preparation to sell on the Internet. Besides rich experiences in e-commerce, what strategy the company adopted can be worth discussing as an online beauty festival brought a sale of one mouth within 24 hours.
Counter of L’Oréal
(Courtesy of The National)
Virtual Beauty Festival
As online sales have been the central focus of L’Oréal during the pandemic of coronavirus, L’Oréal keeps improving its consumers’ shopping experiences on the Internet. The virtual beauty festival held by its Malaysia Division on Facebook can be a successful case to be discussed. On June 25, 2020, the Malaysia Division spent only twelve hours achieving one-month sales from its virtual beauty festival. During the event, many influencers and celebrities were invited to introduce the products to their customers. In addition to checking the information shown on the fanpage, viewers can acquire the information about the products by asking questions to real beauty advisors. Therefore, advisors can give immediate responses and provide useful suggestions to customers.
The virtual beauty festival
(Courtesy of Forbes)
Conversational Commerce on the Internet
The reasons why L’Oréal was not affected by the coronavirus are very clear now. Firstly, by asking questions before purchasing and getting feedback from beauty professionals, consumers can know more about the products and the possibility that they are dissatisfied with the products will be lowered. Secondly, the feeling of interacting with people still exists in this kind of communication and it cannot be replaced by chatbots. Considering the coronavirus is still affecting the global economy and the revival will take a lot of time, firms from all industries have to think about the ways to promote their products with the help of the Internet.
Beauty Advisors Responding to a Viewer’s Question
(Courtesy of Forbes)
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