L’Oréal partners with Emarsys for digital transformation

L’Oréal Hong Kong has chosen Emarsys to support its digital transformation strategy with personalised and automated marketing. Brands that are involved in the engagement include Giorgio Armani, Yves Saint Laurent, Lancôme, Shu Uemura, Kiehl’s, Helena Rubinstein, Biothem, Urban Decay and Clarisonic.

The announcement comes as the brand looks to reach millennials more effectively, and engage a younger market.

"Our ability to engage with consumer millennial and youth audiences more effectively, and deliver on the promise of our digital transformation strategy has been the driving force behind our marketing activities in the region,” said Julien Raffin, head of digital and CRM at L’Oréal Hong Kong.

"The combination of our close partnership with Emarsys, its local support and services, and the innovative, native technology has helped us to deliver great results in terms of consumer satisfaction and driving business. We have also enjoyed working with such an innovative brand that challenges the status quo and disrupts the martech market in such a creative, but highly organised and effective way."

The partnership, which aims to engage customers by delivering the right message at the right time across email, SMS, social media channels, and preferences of millennials, youth and other audiences, requires Emarsys to offer Net Promoter Scores (NPS), which is a method to track consumer satisfaction and drive marketing strategy, content and creative to get the best results.

The brand has also deployed the Emarsys AI-enabled cloud marketing platform, including Automation Center, Smart Insight, SMS and CRM Ads, so it could connect multiple data sources, better analyse historical behaviours of distinct consumer segments and create deeply personalised interactions during the consumer journey. The platform also provides L’Oréal with the ability to experiment with and, in due course, deploy artificial intelligence (AI) marketing capabilities and achieve personal interactions with consumers at scale.

"Consumer satisfaction and effective engagement with key demographics, such as millennials and youth audiences, can only be achieved through effective personalisation across multiple channels," says Ofri Cohen, managing director at Emarsys Hong Kong. "Our local leadership, implementation and solutions teams have provided L’Oréal with the platform and support to achieve this. The Emarsys AI-enabled marketing cloud also provides a flexible, scalable platform that can support L’Oréal’s ambitions in the region as it consolidates on its leadership in the beauty industry and reaches new audiences."

L’Oréal has engaged with Emarsys strategic consultancy team to drive great return on marketing investment (ROMI) and more effectively leverage insight from its AI-enabled Smart Insight solution, as well as employing the Emarsys Professional Services team to execute on omnichannel marketing campaigns on its behalf.

The Emarsys Marketing Cloud integrates consumer intelligence, personalisation, predictive recommendations, and omnichannel marketing at scale, and across all devices and social channels into a single cloud-based platform. By combining machine learning and AI, the platform converts raw consumer data into a deep understanding of each consumer’s identity, creating highly personalised consumer experiences and journeys.

Contributions: Emarsys