Lazada has inked a joint business deal with L’Oreal to solidify the long-term partnership between both brands. Lazada and L’Oreal first partnered in 2014. Under the new business plan, L’Oreal will work with Lazada’s warehouses and logistics network to fulfil next-day delivery in top metro cities by June 2019. This logistical investment aims to demonstrate L’Oreal’s ambitions to grow its eCommerce business and Lazada’s commitment to deliver the “best experience” on behalf of its brand partners.
In line with the joint business plan, both companies will also pilot innovative consumer engagement tools such as in-app live-streaming, and jointly launch exclusive products made available to Lazada customers.
Coupled with Lazada’s new push on shoppertainment during its recent seventh birthday campaign, L’Oreal customers will soon to be to see new engagement features during anchor events. Other technological advancement such as new search features will also be included to ensure L’Oreal products are easily searchable within app to bring the “most personalised products” to its fans, a statement read.
Jing Yin, president of Lazada Group said through its collaboration with L’Oreal which started in 2014, the eCommerce marketplace has reached many milestones across the region. According to Yin, the joint business plan signals its commitment and joint ambition of dominating the Southeast Asian beauty and skincare eCommerce market share by providing the “best customer experience”.
“We are confident of creating the leading online beauty destination in Southeast Asia by combining Lazada’s extensive last mile logistics network to bring L’Oreal’s products faster into our customers’ hands. We are very excited for what is to come,” he said.
Pierre-Yves, managing director, Southeast Asia, L’Oreal said both brands will collaborate in areas, from technology, sales and marketing to logistics. “Lazada’s technology infrastructure, logistics network and brand engagement capabilities is the gold standard in the industry. Our joint efforts will take us one step closer to creating a true beauty shopping destination on Lazada. We are excited and confident to be part of this journey,” he added. Marketing has reached out to Lazada for additional information.
According to L’Oreal’s 2018 full year annual financial report released in February 2019, eCommerce sales now account for 11% of the group’s worldwide sale. In the report, the beauty brands said the growing importance of eCommerce channel to L’Oreal’s future strategy is underscored by its “equally strong appetite for innovative” online shopping experience.
This comes shortly after Lazada concluded its regional media pitch. The Alibaba-backed company appointed Dentsu Aegis Network’s Vizeum as its lead media agency. The duties, Marketing understands, cuts across Singapore, Malaysia, Indonesia, Thailand, The Philippines and Vietnam.
As one of the biggest eCommerce players in the region, Lazada also recently showed off its marketing prowess with the push of LazMalls and “Super eBusinesses” across Southeast Asia. The offerings, dubbed super-solutions, are aimed at resolving three pain points that brands and sellers face – branding, marketing and sales.