L'Oreal has chosen Accenture as a technology partner to develop a brand strategy in the UAE market

2021: Select a partner to develop a brand strategy in the UAE market

The Middle East division of the international cosmetics company L'Oreal has chosen Accenture as a technology partner to develop a brand strategy in the UAE market. Accenture announced this on November 22, 2021.

Accenture Interactive already has extensive experience digitalizing marketing operations. Using it, the company will offer L'Oréal Middle East a number of steps to increase the engagement of existing and potential customers. The strategy focuses on consumer wishes, in accordance with which Accenture plans to post personalized advertizing content on various platforms.

After analyzing customer expectations, L'Oréal will be able to offer more relevant products, recommendations and bonuses, targeting each person.

As a digital-focused company, we rely on innovation and the provision of personalized service for our consumers, "said Mehdi Moutaoukil, marketing director at L'Oréal in the Middle East. - We are confident that this collaboration will help us to open up opportunities in the beauty industry: from skin diagnostics and virtual primers to the release of personalized or custom-made products.

The rapid growth of the e-commerce market over the past 18 months opens the way for brands to better understand people and creative implementation of digital interaction. said David Fregonas, head of support for Accenture Interactive in the Middle East. - We are pleased to help L'Oréal use the data to satisfy consumers, market segmentation and long-term business growth in the Middle East.

A recent study by Accenture found that in the UAE, the share of online purchases of personal care products and cosmetics increased markedly in a group that had previously been defined as "rare shoppers" (they used online for less than 25% of purchases). Since the pandemic began, the use of e-commerce sites in this group has grown by 525%, and on average around the world - by 350%.

The projects that we are implementing in the Middle East in November 2021 are certainly applicable to the Russian market. The main difference is that in Russia the awareness of their need and the launch took place a little earlier. Therefore, while the Middle East is introducing certain practices, Russia has already moved to an active stage of their improvement, "added Emil Alentiev, head of Accenture user experience and design in Russia. - It will no longer be possible to attract the attention of the audience just a good product. It is necessary to build interaction with the buyer in such a way as to understand and anticipate his behavior.

According to him, e-commerce is going through a period when you need to react and adapt to the situation on the market lightning fast and unmistakably.

In the Russian market, Accenture Interactive works with many customers, improving the user experience, while paying special attention to processing data and personalizing communication with users. The basis of such projects is to restore order in data and enrich them. This allows you to understand which products are most relevant to the user and how to communicate more appropriately with him.