L’Oréal México Paves the Way for Beauty Market Expansion in Latin America

April 08 | 2016

Lancôme and Kiehl’s Online Brand Identity Launched in LATAM by OSF Digital.

Québec City, Canada – APRIL 8, 2016 – Ecommerce Services Provider OSF Digital announced today the successful completion of its two first L’Oréal deployments in Latin America: Kiehl’s and Lancôme.

As part of a global expansion strategy, L’Oréal has launched the initiative to migrate major brands based on a flagship model, thus allowing several countries in the LATAM operating regions to easily localize their ecommerce implementations on a Demandware-based core architecture.

In order to quickly deliver the unsurpassed customer experience L’Oréal provides to its customers, the top beauty brand approached its long-time ecommerce integration partner OSF.

According to Carlos Ramírez, Ecommerce Manager at L’Oréal Mexico, “Partnering with OSF Digital has come naturally for us as our CEO, Javier San Juan, had been actively involved in L’Oréal Canada‘s digital transformation, which OSF supported with its expertise. When Javier came to Mexico to initiate our ecommerce strategy in the region, he recommended that we move forward with OSF Digital, given the challenges existing in this area.”

The main stake of these pioneering projects was the capability to adapt the L’Oréal brand identity to the Latin American market, so as to reach all customer segments, implement omnichannel and push forward their cosmetics in a country with few active players in the field.

As Ramírez explains, “Mexican customers have very specific concerns, which range from online connectivity to banking accounts, or the possibility to track in real-time their purchases. Knowing the exact point where their orders are located at every moment in time has a major impact on their future shopping decisions.”

OSF Commerce enhanced the general Demandware storefront functionality for both Kiehl’s and Lancôme using third-party logistics and shipment solutions—AM/PM and SAP—in order to generate detailed guides, real-time order tracking and ensure complete inventory management.

In addition to shipping, payment options were also localized in order to make the purchase process accessible to all categories of customers—from high- to mid-level targeted profiles, and even one-time shoppers.

As Diego Morales, Digital Analyst at L’Oréal Mexico explains, “In Mexico a major part of the population prefers buying in-store rather than online. And so, we had to find creative solutions and methods to make our products available to everyone.” For this specific requirement, OSF Digital integrated the L’Oréal flagships with Mercado Pago, the leading online payment processor in Latin America, and recommended OSF Digital Google Tag Manager solution for collecting refined analytics on customers’ shopping behavior at every step of their journey.

Launched in November 2015, a critical period of the year preceding Mexico’s version of Black Friday—better known in the country as El Buen Fin (“the good weekend”)—the new Kiehl’s and Lancôme websites turned out to be a true success for L’Oréal.

According to Ramírez, “The two projects fully met our sales expectations, and we witnessed on a daily basis the availability of the OSF Digital team to overcome challenges. Rather than just a solutions provider, OSF Digital became a real partner in this success.”

L’Oréal Mexico and OSF Digital agree that, given their quick deployment and their proven scalability, both Kiehl’s and Lancôme Mexico have paved the way for the future L’Oréal ecommerce implementations in Latin America.

About OSF Digital

OSF Digital is a leading global commerce solutions company providing technology, consulting, implementation and managed services to emerging brands and premier brand retailers. Through extensive expertise in retail and technology, OSF delivers innovative solutions across channels, devices and locales with an agile approach to scale global growth more quickly, while enabling retailers to simplify the customer experience. Discover why 90% of our business comes from referrals.
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Contact: OSF Digital