L’Oréal appoints Productsup to handle data and commerce operations

L’Oréal Australia and New Zealand (ANZ) has expanded its tech stack to include product to consumer (P2C) platform Productsup, hoping to enhance its commerce operations with relevant and accurate product information for its consumers. 

Cristina Borsaru, Head of Search at L’Oréal ANZ said: “We needed an enterprise-grade platform that could handle complex data, integrate with our existing tech stack, and provide a comprehensive view of our product data ecosystem – all while having a user-friendly interface.”

As its feed management partner, Productsup will help accelerate L’Oréal ANZ’s go-to-market strategy in the APAC region, helping the company to reach more consumers across more channels than before. 

“L’Oréal has always been an outlier for technology innovation in the beauty industry, pushing established boundaries,” said Vincent Peters, Chief Executive Officer at Productsup. “From developing its own artificial intelligence system that analyses consumer behaviour online to launching experiences in the metaverse, the brand has a reputation for identifying trends before they go viral.”

With 31 makeup, hair, fragrance, skincare, and sun protection brands within its portfolio, L’Oréal ANZ has a huge volume of diverse product information that it needs to continuously clean, enrich, and distribute across various marketing and selling channels. 

Productsup’s P2C platform aims to enable L’Oréal ANZ to gain complete visibility over its product feeds and automate manual processes, providing the control and agility needed to manage a strong omnichannel brand presence regardless of the channel.