FRANCE. L’Oréal Luxury Products International has created a new Lancôme website for travel retail Europe, Middle East and Africa: www.travel.luxe.loreal.com
The site has been created not only for retailers, but also supervisors and beauty advisors. It incorporates a catalogue with all products and codes, detailed marketing tools such as marketing plans, planogramms, newsletters, colour charts, airline texts and merchandising update schedules.
The key innovation is that the website allows retailers to order online directly. Each client will be given a personal username and password, allowing them to consult and order in a matter of clicks.
“The very luxurious paper catalogues were getting obsolete very rapidly,” the company explained. “The site will be updated every three months by the travel retail teams.”
Lancôme considers itself to be at the forefront of web development and advances, and claims to have the largest number of websites in the luxury industry, with 25 websites globally, of which 14 are commercial.
Last year it even revealed the identity of new brand ambassador Kate Winslet via an exclusive web cast, believed to be the first time a luxury brand has unveiled a new face on the Internet.
“The Lancôme e-catalogue Travel Retail for Europe, Middle-East & Africa illustrates the ambition of the channel in terms of web projects,” the company concluded. “Within one year all the L’Oréal Luxury Division brands should be present on www. travel.luxe.loreal.com.”
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