How L’ORÉAL LUXE increased +80% in turnover on Google Shopping

L’ORÉAL LUXE’s mission is to offer its customers the best products and experiences from exceptional brands. It has a portfolio of 26 brands, 17 of which are global, including aspirational brands such as Lancôme, Valentino and Giorgio Armani.

The path to purchase model is on- and offline, including direct-to-consumer (D2C), brand websites and fully-owned stores. In this way, L’ORÉAL LUXE customers can experience the best of the brands, no matter which distribution channel. This gives them the opportunity to strengthen and forge direct relationships through a personalised and preferential customer experience.

“All our KPIs are on track”

Challenges and goals before Lengow

In 2019, L’ORÉAL LUXE launched a new, centralised European direct- to-consumer model with the brand Armani Beauty. This centralised model was replicated in 2021 with the brands Helena Rubinstein and Valentino Beauty.

Products from these brands are sold across nine markets, and managed by a single webmaster in L’ORÉAL LUXE’s back office. The feeds are then personalised and localised with translations. This implies nine price books, as product prices are determined by location. In addition, there are eleven catalogues per brand which are distributed across four different platforms (mainly on Google Shopping, but also across Pinterest, Facebook and Instagram).

The volume of data to be processed is huge and there can be up to 1,000 products per price book.

Lengow solution

Lengow helps L’ORÉAL LUXE to optimise its global strategy and improve its conversion rate, sales and overall revenues. L’ORÉAL LUXE is supported by the agency Feed Manager to set up its catalogues and product feeds. This collaboration has enabled Lengow to respond to priority needs in the short term, and in the longer term, to help the brand on a more strategic scale, including:

• Guaranteed feed optimisation and compliance with the respective channels when connecting catalogues, enabling quick product launches.
• Optimised content via Lengow’s Additional Sources, improving the performance of titles and descriptions (specifying product type, size, etc.) and ensuring successful distribution on Google, for example.
• Customised and segmented feeds by product groups based Lengow solution on target audience (top sellers for prospective customers or larger product sizes for repeat purchases, for example).
• Helping the brand stand out visually by A/B testing its images (e.g. by displaying the Armani Privé collection on podiums). This led to a threefold increase in revenue generated on Google Shopping compared to the previous year.
• Offering product duos at attractive prices to set the brand apart from widely distributed brands. Within a few weeks, the average order value on Google Shopping increased by 20%.

Business benefits

Testimonial