Ingenuity links up with L’Oréal on North American promotions

Ingenuity, the complete commerce division of Manchester-based THG, has signed a deal with the world’s leading beauty player.

It will manage the Direct-To-Consumer (DTC) activities for two of L’Oréal Groups’ luxury division brands in North America.

The agreement concluded between L’Oréal International Distribution and Ingenuity will leverage Ingenuity’s complete commerce solution of Technology, Operations and Marketing to power Direct-To-Consumer growth of L’Oréal’s luxury division brands ‘Shu Uemura Art of Beauty’ in the USA and Canada, and ‘Biotherm’ in the USA.

L’Oréal will benefit from core platform features built for the beauty consumer including sampling, loyalty and subscriptions. The rol-out is expected to complete later this year.

Vivek Ganotra, CEO of Ingenuity, said: “We are excited to announce our collaboration with L’Oréal’s Luxe Division.

“Ingenuity’s mission is to provide a simplified solution to help brands deliver their online ambitions in an accelerated and cost effective way. Ingenuity’s complete commerce solution, which includes cutting edge ecommerce technology, efficient operational abilities, and effective marketing solutions, stands as a genuinely unique offering.”

Annie Gregoire, general manager of L’Oréal International Distribution in North America, said: “L’Oréal International Distribution’s mission is to build brands in the North America zone in an agile and efficient way, leveraging the expertise and manpower of external partners to amplify the acceleration of our portfolio’s brands.

“This partnership with Ingenuity is the perfect example of that mission coming to life within a DTC environment as we will be benefiting from their fully integrated services and their personalised, consumer-centric e-commerce expertise.”