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L'Oréal Expands Online Operations; Seeks Bigger Share Of Ecommerce Segment

September 10, 2013: 12:00 AM EST
L'Oréal is expanding its ecommerce operations by launching several initiatives, including the launch of the online brand Em and online auto-replenishment programs for many of its brands. Also, as part of its efforts to use ecommerce to encourage U.S. men to use high-end grooming products, L'Oréal bought Baxter of California in December 2012. According to consulting firm Booz & Co., ecommerce accounted for $5 billion, or 8 percent, of beauty sales in 2012. Market research firm A.T. Kearney said online sales accounted for only 4.5 percent, or around $3 billion, of the $66 billion beauty market in 2011.
Jack Neff, "L'Oreal Attacks Fast-Growing E-Commerce Space", Advertising Age, September 10, 2013, © Crain Communications
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