L'Oreal Australia and New Zealand, under the leadership of their newly appointed Chief Digital Marketing Officer (CDMO) Georgia Hack, are strategically investing in data, analytics, and customer experience to shape their future. Hack emphasized the importance of data and analytics in driving L'Oreal's marketing strategies.
(Image Source)
GLOL’Oreal Australia and New Zealand, under the leadership of their newly appointed Chief Digital Marketing Officer (CDMO) Georgia Hack, are strategically investing in data, analytics, and customer experience to shape their future. Hack emphasized the importance of data and analytics in driving L’Oreal’s marketing strategies. The company dedicates significant efforts to understand consumers, market trends, and insights to accurately assess the performance of their brands and identify growth opportunities.
Hack mentioned that they have developed an in-house media mix model, considering external factors and the performance of key media channels. This model enables their teams to enhance return on investment (ROI) and media spend effectiveness by tracking the incremental uplift of their strategies.
Customer experience is a top priority for L’Oreal, with a strong focus on both offline and online excellence and innovation. They have invested in tech solutions, such as the virtual makeup try-on tool called Modiface, to engage and convert consumers online. Offline, L’Oreal collaborates with key retailers to create immersive brand experiences and effectively communicate brand stories.
Hack brings her extensive experience in marketing roles with renowned brands to her new position as CDMO at L’Oreal. She was drawn to the role for three key reasons: continuous learning from marketing and digital experts globally, alignment with L’Oreal’s core values, and the opportunity to make a significant impact by reinventing the CDMO function within the company.
Marketing a well-established brand like L’Oreal with a rich history and a wide range of brands in the ANZ region comes with challenges. L’Oreal aims to strike a balance between honoring its legacy and brand loyalty while adapting to the digital world and the evolving marketing landscape.
Hack highlighted the challenge of navigating the fragmented customer journey and staying relevant amid ever-changing beauty trends. To address this, L’Oreal focuses on real-time understanding of social media trends and leverages first-party data to personalize consumers’ experiences and deliver relevant content.
Looking ahead, Hack’s priorities include aligning the vision and purpose of the CDMO role, setting a long-term vision, and exploring how the operating model can evolve. L’Oreal is keen on creating the future of marketing and digital by investing in technology and upskilling their teams. Additionally, they are working on media optimization, loyalty programs, and advocacy strategies to drive growth in an inflationary environment and maintain brand equity in a fragmented world.
