L’Oreal Partners with UK Retail Giant to Target DTC Business

On October 18th, The Hut Group (THG), a British company, announced in a statement that its subsidiary, Ingenuity, has signed an agreement with L’Oréal to manage the direct-to-consumer (DTC) business of Shu Uemura and Biotherm in North America.

According to the statement, L’Oréal Group will leverage Ingenuity’s comprehensive business solutions in distribution, including cutting-edge e-commerce technology, efficient operational capabilities, and effective marketing solutions to facilitate the development of Shu Uemura and Biotherm, the luxury brands owned by L’Oréal, in the United States and Canada.

THG stated in the announcement, “L’Oréal will benefit from core platform features tailored for beauty consumers, including product sampling, user subscriptions, and loyalty programs.” The platform is expected to be launched later this year.

Vivek Ganotra, CEO of Ingenuity, stated, “Ingenuity’s mission is to provide streamlined solutions that help brands achieve their online sales goals quickly and efficiently.”

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.

Public information reveals that THG is a British retail giant with business operations in the beauty, health, luxury, and lifestyle sectors. It owns online retailers such as Cult Beauty and Look Fantastic, as well as beauty brands like Perricone MD and Espa.



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