L’Oréal Middle East has onboarded Accenture to help improve its consumer experience across its brands, the beauty group has said in a statement.
The move is expected to help L’Oréal Middle East extend this improvement all across the Gulf Cooperation Council.
As part of the agreement between the two entities, Accenture Interactive will reportedly use its expertise in data-driven marketing transformation to provide L’Oréal Middle East a more precise and connected approach to increase consumer engagement in the region.
This will help L’Oréal Middle East gain more get better insights into consumer sentiments, which in turn will let it personalize content that meets consumer needs across all of its digital platforms, said the statement.
Accenture Interactive’s lead for the Middle East, David Fregonas, was quoted by the statement as saying: “The rapid rise in ecommerce 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.”
Data from Accenture is also expected to also enable L’Oréal Middle East to streamline its consumer engagement approach with more relevant product messaging, recommendations, and rewards.
The aforementioned statement quoted L’Oréal Middle East Chief Marketing Officer Mehdi Moutaoukil as saying: “We are confident that this collaboration will help us to unlock new possibilities in beauty — from skin diagnostics and virtual try-ons to personalized or bespoke products.”
This comes after a recent Accenture study found that the proportion of online purchases for personal care and make-up products by previously infrequent ecommerce users in the UAE had increased 525 percent since the beginning of the Covid-19 pandemic.
This was 175 percentage points higher than the global average of 350 percent, said the statement.
Infrequent users here is defined as those who used online channels for less than 25 percent of purchases prior to the outbreak.
