L’Oréal Group’s newly appointed digital executive is exploring how online games, augmented reality and social media can help the French cosmetics company reach new demographics amid an expected increase in e-commerce sales.
Now, online videogaming is opening up a new avenue for consumer engagement and potential revenue, Ms. Dubey said. Accenture PLC said the value of the gaming industry exceeds $300 billion, driven by an uptick in mobile gaming during the coronavirus pandemic, and about half of gamers are women
Ms. Dubey is exploring how online games, augmented reality and social media can help the French cosmetics company reach new demographics
“The pandemic has been a catalyst for digital adoption,” and L’Oréal is “constantly re imagining” its digital strategies, said Asmita Dubey, the company’s chief digital and marketing officer.
L’Oréal is preparing for a scenario where up to 50% of sales could be generated online, up from 27% today and about 15% in 2019,
Ms. Dubey said.
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Last year, for example, L’Oréal launched new online beauty tutorials and created a way for beauty advisers to apply makeup virtually on prospective customers, mimicking the in-store consultation experience.
“It allows us to think of completely new business models [for] that community,” she said, adding that her team will be exploring new online gaming-based revenue opportunities.
As part of the deal, female gamers with a large following on social media will be applying makeup live on their platforms, hosting product giveaways and participating in events such as live makeup tutorials, according to the company.