12 luxury beauty brands faced reactive marketing ahead of a worldwide channel shift. When COVID-19 pushed luxury beauty shopping online overnight, L'Oréal's brand managers needed to quickly adopt direct-to-consumer expertise. The data to guide that adoption sat in silos and arrived as static reports with little clarity for traditionally brick-and-mortar marketers to action on.
Build the solution: Led our analytics team in developing a centralized dashboard that translated every digital channel's real-time performance into clear recommendations.
Earn early adoption: Trained executives on the KPIs that win D2C, and earned stakeholder engagement by customizing the product for each brand and channel team, shaped by their feedback as we built.
Train to optimize: Ran formal training programs that empowered marketing teams of every background to confidently work from live data each day, in a format fit for their and executives' needs.
300+ marketers fluent in ecommerce: Early stakeholder feedback and formal, role-fit training made the dashboard a daily habit across 12 brands, not another unopened report.
2x higher conversion: Real-time optimization recommendations fueled the channel's conversion rate growth amid all-time traffic.
60% more accurate demand forecasting: Centralized live performance data replaced static, siloed reports, giving brands a dependable read on demand.
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