Most people enjoy their fair share of online shopping, which is no surprise considering the US is named the second-leading e-commerce country worldwide. With 40% of Americans planning to buy their beauty products online post-pandemic, cosmetic brands have had to adjust their strategies and improve their online presence. To accomplish a new selling solution, L'Oréal has teamed up with Replika Software to activate their network of online sellers with a turnkey social selling tool.
The collaboration aims to further support L'Oréal's pre-existing network of salons and stylists, offering tools to promote their business, connect with their clients digitally, inspire product sales, and deepen relationships with customers at any time of day, in any location. According to Replika, its technology leads to 50 to 200% increase in the average cart size and 10X increases in sales conversion over traditional paid media campaigns. Replika Software will also allow L'Oréal to increase product engagement on social media, drive their e-commerce, and offer a new and insightful customer experience.
The Professional Products Division will utilize Replika Software's recently strengthened abilities to accredit their network of salons and stylists with a personalized direct-to-consumer microsite, including a comprehensive selling solution, as well as a complete catalog of L'Oréal professional products. The new network of sites will allow consumers to book appointments, view business highlights, and access new product drops, educational content, and personally curated shoppable sections of stylists' favorite finds.
The collaboration will mark the first time consumers are able to shop all of L'Oréal’s professional products, including Redken and Kérastase, in one location. Brazil will be the first country with access to the collaboration's technology, which the companies expect to continue to roll out to salons around the globe in the near future.
As part of its acceleration strategy in e-commerce, L’Oréal made a minority investment in American social selling platform Replika Software in December 2020 through its corporate venture capital fund BOLD Business Opportunities for L’Oréal Development. A year later L’Oréal doubled down, participating in the company's Series A funding. It is probably a safe bet to say we can expect to see the Replika social selling tech solutions integrated into other portfolio brands in the future.
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