18 October 2023 - THG Ingenuity, the complete commerce division of THG plc, announces the signing of a deal with L'Oréal, the world's leading beauty player.  THG Ingenuity will manage the direct-to-consumer (DTC) activities for two of L’Oréal Group's luxury division brands in North America.

In August, THG plc’s complete commerce division, THG Ingenuity, signed an agreement with L’Oréal, the world’s beauty leader, on managing direct-to-consumer (DTC) activities for two of the Group’s brands in North America.

The agreement concluded between L’Oréal International Distribution and Ingenuity Commerce will leverage THG 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 rollout is expected to complete in 2023.

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

Commenting on the agreement, Annie Gregoire, the 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 THG Ingenuity is the perfect example of that mission coming to life within a DTC environment as we will be benefitting from their fully integrated services and their personalized, consumer-centric ecommerce expertise.”