L’Oréal partners with THG’s Ingenuity to scale DTC operations for luxury brands in North America

19 Oct 2023 --- L’Oréal has inked a deal with Ingenuity, the complete commerce division of THG, in which Ingenuity will manage the DTC activities for two of L’Oréal Groups’ luxury division brands in North America.

Based on the agreement, L’Oréal International Distribution will “leverage Ingenuity’s complete commerce solution of technology, operations and marketing” to power DTC growth of L’Oréal’s luxury division brands: Shu Uemura Art of Beauty in the US and Canada, and Biotherm in the US.

L’Oréal will benefit from core platform features built for the beauty consumer including sampling, loyalty and subscriptions. The rollout is expected to complete before the end of this year.

“We are excited to announce our collaboration with L’Oréal’s Luxe Division. Ingenuity’s mission is to provide a simplified solution to help brands deliver their online ambitions in an accelerated and cost-effective way,” Vivek Ganotra, CEO at Ingenuity remarks.

“Ingenuity’s complete commerce solution, which includes cutting-edge ecommerce technology, efficient operational abilities and effective marketing solutions, stands as a genuinely unique offering.”

Annie Gregoire, general manager of L’Oréal International Distribution in North America, adds: “L’Oréal International Distribution’s mission is to build brands in the North America zone in an agile and efficient way, leveraging the expertise and manpower of external partners to amplify the acceleration of our portfolio’s brands.”

“This partnership with Ingenuity is the perfect example of that mission coming to life within a DTC environment as we will be benefiting from their fully integrated services and their personalized, consumer-centric e-commerce expertise.”

L’Oréal business activities
In other recent announcements, L’Oréal’s Shanghai Meicifang Investment delivered a minority investment in biotechnology specialist Shinehigh Innovation in China to initiate a long-term partnership for co-developing new and sustainable beauty solutions using supramolecular chemistry, a branch of science studying intermolecular bonds.

Furthermore, the beauty giant experienced “continued strong growth” with €20.57 billion (US$22.69 billion) in sales in the year’s first half. Its Consumer Products Division had a record half-year performance, growing +15.0% like-for-like, and increased sales of €1 billion (US$1.1 billion).

L’Oréal also revealed its new €15 million (US$16 million) endowment fund last month to support vulnerable communities to develop greater resilience in the face of climate disasters. 

Edited by Benjamin Ferrer