THG’s complete commerce division, Ingenuity, is proud to announce its strategic partnership with the renowned French beauty powerhouse, L’Oréal. This collaboration empowers Ingenuity to oversee and manage the direct-to-consumer (DTC) activities for two distinguished brands from L’Oréal Group’s luxury division in North America.
The agreement, established between L’Oréal International Distribution and Ingenuity, leverages the comprehensive commerce solution offered by Ingenuity, encompassing cutting-edge technology, efficient operations, and targeted marketing strategies. This partnership is poised to drive the direct-to-consumer expansion of Shu Uemura Art of Beauty in the USA and Canada, as well as Biotherm in the USA.
Furthermore, this collaboration equips L’Oréal with a suite of core platform features designed to cater to the discerning beauty consumer. These features include sampling, loyalty programs, and subscription services. The complete rollout of this exciting partnership is expected to conclude within the current year.
Of particular interest is L’Oréal’s decision to partner with an external entity, even though the company possesses the resources to manage its own direct-to-consumer operations. This strategic choice underscores the confidence placed in Ingenuity’s capabilities for enhancing these two prominent brands.
Annie Gregoire, General Manager of L’Oréal International Distribution in North America, explains, «L’Oréal International Distribution’s mission is to strategically build brands within the North America zone, tapping into the expertise and resources of external partners to amplify the growth of our brand portfolio. This partnership with Ingenuity is a prime example of our commitment within the dynamic DTC landscape, allowing us to benefit from their seamlessly integrated services and their consumer-centric e-commerce expertise.»
Despite recent reports of an 8.8% decline in revenue within the division during the latest quarter (or 8.4% currency-neutral decline), amounting to £155.7 million, this partnership signifies a strong vote of confidence in Ingenuity’s capabilities.
