Ingenuity taps L’Oreal for DTC operations

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Ingenuity, the complete commerce division of THG plc, has entered into an agreement with L’Oréal to manage the Direct-To-Consumer (DTC) activities for two of its luxury division brands in North America. This collaboration will involve utilizing Ingenuity’s complete commerce solution, including technology, operations, and marketing, to drive the DTC growth of L’Oréal’s brands: Shu Uemura Art of Beauty in the USA and Canada, and Biotherm in the USA. The partnership will provide L’Oréal with core platform features tailored for the beauty consumer, such as sampling, loyalty programs, and subscriptions, with the rollout anticipated to be completed in 2023.

Vivek Ganotra, CEO of Ingenuity, expressed enthusiasm for the collaboration, emphasizing Ingenuity’s mission to assist brands in realizing their online goals efficiently and cost-effectively. Ingenuity’s complete commerce solution combines cutting-edge e-commerce technology, streamlined operational capabilities, and effective marketing solutions to provide a unique offering.

Annie Gregoire, GM of L’Oréal International Distribution in North America, highlighted L’Oréal International Distribution’s mission to build brands in North America through external partnerships, leveraging the expertise and resources of external partners to accelerate the growth of its brand portfolio. This partnership with Ingenuity exemplifies this mission in a DTC environment, as L’Oréal will benefit from Ingenuity’s fully integrated services and their consumer-centric e-commerce expertise.