Turning Data into Action for L'Oréal

As one of the world’s leaders in beauty, L’Oréal has a data footprint as diverse and varied as the personal care products that they offer. When L’Oréal’s sought to gain greater eCommerce data clarity, they needed a specialized team capable of absorbing commercial and campaign information from different sources and analyzing it into actionable insights. To service these reporting needs, Havas Market assembled a team with the cross-functional eCommerce expertise and deep technical prowess to transform L’Oréal’s data into organizational objectives.  

Before the Havas Market team could begin the data analysis and insights process, they first had to comprehend the varied data sources available to them and identify the best reporting methods to convey insights. L’Oréal’s data sources included Amazon Acceleration Data, owned sell-in-data by retailer and brand, and Amazon and MecadoLibre sell-out data. In conjunction with these sources, the team used Havas Market’s inhouse Retail Insights to provide benchmarking for a deep understanding of L’Oréal’s share of search (SOS) and share of voice (SOV).  

After analyzing these unique data sources, Havas Market assembled an analytic approach to drive maximum organizational value. To ensure that L’Oréal received timely and actionable insights, the team delivered weekly Amazon performance overview & insights, as well as monthly eCommerce sell-in overview & insights. This analysis analyzed key metrics including eCommerce vs. brick-and-mortar sales, top 10 retailer performance, and highlights and lowlights by division, highlighting insights aligned to objectives including return on ad spend (ROAS) and impression share. 

With regular, actionable insights, L’Oréal was able to turn data into strategy and realize tangible business objectives. In Mexico, eCommerce revenue increased 38% over 2022, comprising an impressive 11.6% share of total sales. Results were even more promising by channel. Sales growth on Walmart and Mercado Libre increased by 52% and 83% respectively, while Amazon achieved an astounding 105% year-to-date growth – demonstrating the lasting business impact that can be achieved through a comprehensively reported and successfully actioned data strategy.