Cosmetics giant L’Oréal will work with Accenture in the Middle East to create a better consumer experience for its customers.
The partnership comes at a time when the proportion of online purchases for personal care and make-up products by previously infrequent e-commerce users in the United Arab Emirates has increased 525% since the Covid-19 outbreak, which is 175% higher than the global average of 350%, according to a recent study by Accenture.
Accenture will use its marketing data to help L’Oréal create a more precise and connected approach to increase consumer engagement in the region. It believes this will allow the brand to create personalized content through relevant product messaging, recommendations and rewards across its beauty products to meet consumers’ needs digitally.
“As a digital-first company, we are focused on using technology to innovate and deliver beauty experiences tailored for our consumers. Accenture Interactive boasts deep competencies to help brands drive growth by experience reimagination,” said Mehdi Moutaoukil, chief marketing officer for L’Oréal in the Middle East.
“We are confident that this collaboration will help us to unlock new possibilities in beauty – from skin diagnostics and virtual try-on to personalized or bespoke products.”
David Fregonas, Accenture Interactive’s lead for the Middle East, explained the rapid rise in e-commerce over the past 18 months is paving the way for brands to tap deeper human insights so they can be more creative in every digital engagement.
“We are excited to help L’Oréal master data-driven beauty experiences to create greater value for consumers, drive greater market differentiation and ignite long-term business growth in the Middle East,” he said.